Предпринимательский маркетинг. Как замечать сигналы рынка, мгновенно проверять гипотезы и брать в работу только то, что дает результат

In a world where classic marketing no longer yields stable results, Kotler offers a new approach: entrepreneurial marketing — a way to act quickly, test ideas directly in the market, find opportunities while competitors are restructuring, and turn chaos into an advantage.

The book explains why it is no longer enough to know how to use marketing tools — you need to think like an entrepreneur within the company.

Thanks to this book, you will:
- learn to test hypotheses based not on reports, but on direct feedback from customers;
- master the "omnichannel" approach: integrate the functions of the organization so that each department strengthens the other;
- discover methods that will allow marketing to influence strategy rather than remain a support function;
- understand exactly how to act when forecasts do not work.