This book is co-authored by a team of renowned marketing leaders, headed by the 'Godfather of Modern Marketing,' Professor Philip Kotler. The book serves as a clear call to marketers, business leaders, and entrepreneurs to adopt new strategies suitable for the post-coronavirus pandemic world.

The pandemic has shaken the business environment to its core and radically changed the way brands interact with consumers, especially with the impact of digital communication on both consumers and companies. The book also discusses what is required to break the stagnation of traditional marketing methods that are no longer effective in dealing with rapidly changing work environments, which now demand creative skills, leadership, and a focus on sustainability from various aspects.

In contrast, it presents a new marketing approach for entrepreneurship and offers a perspective that transcends traditional marketing. It places operational and financial aspects at the heart of the business and adopts a 'technology for humanity' approach. The book also explores the paradox of developing core business capabilities while collaborating with various parties, even competitors.

• Product Code: 9789923126035
• Weight: 600 grams
• Dimensions: 0 cm * 0 cm
• Number of Pages: 331
• Year of Publication: 2025