Before you leave...
Take 20% off your first order
20% off
Enter the code below at checkout to get 20% off your first order
Lateral Marketing: New Techniques for Finding Breakthrough Ideas (Hardcover) (ISBN-13: 9780471455165)
Vendor:
Philip Kotler
Product type:
Books
- $43.00
$43.00- $43.00
- Unit price
- per
Subtotal:
$43.00
Description
xA 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, Nestlé, Credit Suisse, and other top corporations.
Author: Philip Kotler, Fernando Trias de Bes
ISBN-10: 0471455164
ISBN-13: 9780471455165
Publisher: Wiley
Language: English
Published: 09/08/2003
Pages: 224
Format: Hardcover
Weight: 1.00lbs
Size: 9.36h x 6.28w x 0.82d
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, Nestlé, Credit Suisse, and other top corporations.
Author: Philip Kotler, Fernando Trias de Bes
ISBN-10: 0471455164
ISBN-13: 9780471455165
Publisher: Wiley
Language: English
Published: 09/08/2003
Pages: 224
Format: Hardcover
Weight: 1.00lbs
Size: 9.36h x 6.28w x 0.82d
By Philip Kotler
xPHILIP 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 AT&T.
FERNANDO TRIAS DE BES is founder and Partner of Salvetti & Llombart, a firm specializing in consulting and market research with an international scope and clients such as PepsiCo, Sony, Hewlett-Packard, McKinsey & Co., Nestlé, and Dannon. He is also a consultant on innovation in marketing. He is an Associate Professor of the Marketing Department at ESADE Business School in Barcelona.
Recently Viewed Products
- Choosing a selection results in a full page refresh.