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portada Lateral Marketing: New Techniques for Finding Breakthrough Ideas
Type
Physical Book
Publisher
Author
Year
2003
Language
English
Pages
206
Format
Hardcover
ISBN
0471455164
ISBN13
9780471455165
Edition No.
1
Categories

Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Philip Kotler; Fernando Trias De Bes (Author) · John Wiley & Sons · Hardcover

Lateral Marketing: New Techniques for Finding Breakthrough Ideas - Philip Kotler; Fernando Trias De Bes

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Origin: Spain (Import costs included in the price)
It will be shipped from our warehouse between Friday, May 17 and Tuesday, May 28.
You will receive it anywhere in United Kingdom between 1 and 3 business days after shipment.

Synopsis "Lateral Marketing: New Techniques for Finding Breakthrough Ideas"

A revolutionary new system for generating the next big marketing ideas and opportunities According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities. Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestle, Credit Suisse, and other top corporations.

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