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Entrepreneurial Marketing: How to Spot Market Signals, Instantly Test Hypotheses, and Only Implement What Produces Results

19.99 €
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Entrepreneurial Marketing: How to Spot Market Signals, Instantly Test Hypotheses, and Only Implement What Produces Results
19.99 €
Kotler offers a new approach: entrepreneurial marketing—a way to act quickly, test ideas directly in the marketplace, identify opportunities while competitors are restructuring, and turn chaos into advantage.

The book explains why today, simply knowing how to use marketing tools is not enough—you need to think like an entrepreneur within your company.

With this book, you will:
- learn to test hypotheses based not on reports, but on direct customer feedback;
- master the "omnidom" approach: integrate organizational functions so that each department strengthens the others;
- learn methods that will allow marketing to influence strategy rather than remain a support function;
- understand how to act when forecasts fail.
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