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This assessment refers to the concept of 'The Omnihouse Model' which is designed as a guide for professionals and organizations to successfully face a very dynamic environment in the next curve towards 2025, 2030 and beyond. To understand this concept further, please refer to the book Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability published by Wiley in 2023.
Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability 1st
by Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry
The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes:
post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity
Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030
Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors
The latest publication from some of the foremost minds in marketing―and in business, generally―Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.