Entrepreneurial Marketing presentation at C-Concept, University of Tehran.
Entrepreneurial Marketing presentation at C-Concept, University of Tehran.This presentation introduced entrepreneurial marketing as an approach that extends beyond conventional marketing practices, drawing on the perspectives developed in Philip Kotler and his co-authors’ book, Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability. The session connected entrepreneurial thinking with marketing, organizational capabilities, innovation, and value creation. A subsequent two-hour workshop provided a further opportunity to explore the subject.
On November 21, 2023, I delivered a 30-minute presentation on entrepreneurial marketing at the second day of the C-Concept event, held by the Entrepreneurship Student Scientific Association at the Faculty of Entrepreneurship, University of Tehran. The event was organized as part of Global Entrepreneurship Week and brought together several speakers to introduce different business and entrepreneurial concepts.
The presentation introduced entrepreneurial marketing through the ideas and perspectives developed in Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability, by Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, and Jacky Mussry.
At the time, I was working on the Persian translation of the book, which was in preparation for publication. This provided the conceptual foundation for presenting entrepreneurial marketing and discussing how entrepreneurial thinking can reshape the way organizations approach marketing.
In the days following the presentation, I also delivered a separate two-hour workshop on entrepreneurial marketing. This additional session provided a longer format for exploring the subject and discussing its concepts and practical implications in greater depth.
Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability (Wiley, 2023) presents an integrated perspective on marketing through the Omnihouse model. The book explores how entrepreneurial thinking can connect marketing with organizational strategy, creativity, innovation, leadership, finance, technology, customer value, collaboration, and sustainability.
Rather than treating marketing as an isolated organizational function, the book considers how entrepreneurial capabilities can be developed across the organization to respond to changing business environments and create long-term value.
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Business development and strategy consultant exploring how organizations create value, innovate business models, and grow sustainably.