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MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony

Author

Listed:
  • Philip Kotler

    (Northwestern University, USA)

  • Den Huan Hooi

    (Nanyang Technological University, Singapore)

Abstract

This book seeks to understand how a one-man consultancy practice can grow to become what is arguably the largest such enterprise in one of the world's largest countries. It follows the incredible story of the start-up MarkPlus and its journey to become what it is today. Through this journey, one will discover the importance of developing innovative and original marketing frameworks and practices, along with the purpose and passion of a start-up's founder. This insightful book covers many well-established marketing concepts and practices and sheds light on the path that many entrepreneurs must take in establishing their own businesses.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Philip Kotler & Den Huan Hooi, 2021. "MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 11862.
    • Handle: RePEc:wsi:wsbook:11862
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    Book Chapters

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    More about this item

    Keywords

    Marketing; Entrepreneurship; Purpose; Passion; Sustainable Success; Competitiveness; Creativity; Segmentation; Targeting; Positioning; Differentiation; Marketing Mix; Product Price; Place; Promotion; Brand; Service; Process; Communitisation; Confirmation; Clarification; Codification; DNA; Co-Creation; Conversation; Communal Activation; Currency; Commercialisation; Character; Care; Collaboration; Product-centric; Market-centric; Human-Centric; Human-to-Human Interaction; Machine-to-Machine Interface; Youth; Women; Netizens;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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