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Lateral Marketing
Philip Kotler
€ 44.99
€ 34.47
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Description for Lateral Marketing
Hardcover. 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. Num Pages: 206 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 241 x 166 x 18. Weight in Grams: 506.
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 ... Read more
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 ... Read more
Product Details
Publisher
John Wiley and Sons Ltd United States
Number of pages
206
Format
Hardback
Publication date
2003
Condition
New
Weight
506g
Number of Pages
206
Place of Publication
New York, United States
ISBN
9780471455165
SKU
V9780471455165
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Philip Kotler
PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Considered the father of modern marketing, he is the author of twenty-five books, including Marketing Insights from A to Z, also available from Wiley. He has worked as a consultant to corporations such as IBM, Bank of America, General Electric, and ... Read more
Reviews for Lateral Marketing
...He is challenging the conventions; coaching marketers to broaden our horizons; delivering a new set of solutions; thinking the unthinkable... (Interactive Marketing, Vol 5, No 4, April/June 2004)