Foreword xi

Prologue: Marketing in the Post-Normal Era xiii

Acknowledgments xv

1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing 1

2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 7

3 Rethinking Competition: Collaborating for Sustainability 17

4 Navigating Customers: Progressive Approach for Stronger Market Position 33

5 Unifying Capabilities: Converging Mindsets Within an Organization 47

6 Integrating Functions: Converging Departments Within an Organization 55

7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 67

8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 79

9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 93

10 Converging Leadership and Management: Maintaining Values and Increasing Market Value 109

11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 123

12 Building Omni Capabilities: From Preparation to Execution 141

13 Securing Future Trajectory: From Balance Sheet to Market Value 161

14 Uniting Marketing and Finance: From Separation to Integration 181

15 Technology for Humanity: High Tech, Higher Touch 199

16 Technology and Stakeholders: Leveraging Tools to Increase Value 211

17 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225

Epilogue: Visioning the Next Curve 241

Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249

About the Authors 253

Index 255