Lateral Marketing: New Techniques for Finding Breakthrough Ideas

by Philip Kotler, Fernando Trías de Bes,  , et al.

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0471455164
• ISBN13: 9780471455165
• Release Date: September 2003
• Publisher: Wiley
• Length: 224 Pages
• Weight: 1.00 lbs.
• Dimensions: 0.8" x 6.3" x 9.4"