Lateral marketing new techniques for finding breakthrough ideas
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| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Books Print Book |
| Language: | English |
| Published: |
Hoboken, NJ :
Wiley,
2003.
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| 100 | 1 | |a Kotler, Philip. | |
| 245 | 1 | 0 | |a Lateral marketing : |b new techniques for finding breakthrough ideas / |c Philip Kotler, Fernando Trias de Bes. |
| 260 | |a Hoboken, NJ : |b Wiley, |c 2003. | ||
| 300 | |a xvi, 206 p. : |b ill. ; |c 24 cm. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a The evolution of markets and the dynamics of competition -- Strengths and weaknesses of traditional marketing thinking -- Innovations originated from inside a given market: the most common way of creating innovations -- Innovations originated outside of a given market: an alternative way to create innovation -- The need for lateral marketing to complement vertical marketing -- Defining the lateral marketing process -- Lateral marketing at the market level -- Lateral marketing at the product level -- Lateral marketing at the marketing mix level -- Implementing lateral marketing. | |
| 650 | 0 | |a Marketing |x Management. | |
| 700 | 1 | |a Trias de Bes, Fernando. | |
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