Di Universitas Ciputra, penulis diajarkan sistem pemasaran yang baru yaitu Entrepreneurial Marketing yaitu sistem pemasaran yang merupakan adopsi antara sistem pemasaran yang umum dengan sifat entrepreneur.
Di Entrepreneurial Marketing terdapat pondasi yang disebut G-STIC. G-STIC adalah gabungan dari Goal, Strategy, Tactics, Implementation and Control. Menurut Alexander Chernev, Goal is every action that a company undertakes should be consistent with a well-defined goal. Setting a goal involves two decisions: identifying the focus of the company’s actions and defining the specific performance benchmarks to be achieved. Strategy is outlines the master plan of actions aimed at achieving the company goal. Strategy development involves three key components: identifying target customers, defining the market structure, and designing the offering’s value proposition. Tactics is how the desired strategy is translated into a set of specific actions. Marketing tactics are defined by seven key elements, often referred to as the marketing mix variables: product, service, brand, price, incentives, communications, and distribution. Implementation is component of market planning outlines the timeline and the logistics of executing an offering’s strategy and tactics. Control is aspect of managing an offering aims to ensure adequate progress toward the set goal; it encompasses two key activities: evaluating the company’s performance and monitoring the environment in which it operates.Sedangkan menurut Kotler, 1997. Pemasaran adalah suatu proses sosial dan manajerial yang didalamnya individu dan kelompok mendapatkan apa yang mereka butuhkan dan inginkan dengan menciptakan, menawarkan, dan mempertukarkan prosuk yang bernilai kepada pihak lain (Kotler, 1997).
G-STIC adalah dasar-dasar dari pemasaran yang diperoleh oleh penulis pada mata kuliah Introduction to Marketing awal.
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