This book is a timely gift to the next generation of marketers. Entrepreneurial Marketing could be the playbook for what Henry David Thoreau described as “a conscientious corporation … a corporation with a conscience for humanity.”

The book lays out pragmatic and proven frameworks for 21st‐century marketers to create a collaborative and sustainable civilization. Its intellectual rigor is impeccable.

I recommend you keep Entrepreneurial Marketing within arm's reach (as a sequel to Kotler's renowned Marketing Management, now in its 16th edition!). Entrepreneurial Marketing is a must‐read for CEOs, CFOs, CIOs, and other senior staff people. It does an excellent job with accounting and financial analytical tools. It does an insightful job in looking at future developments in marketing and how to remain flexible and alert for the inherent managerial tensions inside any firm.

—Russ Klein, former ad agency executive, Leo Burnett; Foote, Cone & Belding; former CMO of Inspire Brands (Arby's, 7‐Eleven, Dr Pepper/7UP, Church's Chicken); former global president Burger King

Former CEO American Marketing Association