Lateral Marketing : New Techniques for Finding Breakthrough Ideas
Kotler, Philip; Trias De Bes, Fernando
Language: English
Published by Wiley, 2003
- Hardcover
- New
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- Title
- Lateral Marketing : New Techniques for Finding Breakthrough Ideas
- Author
- Kotler, Philip; Trias De Bes, Fernando
- Publisher
- Wiley
- Publication year
- 2003
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0471455164
- ISBN 13
- 9780471455165
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.
"Synopsis" may belong to another edition of this title.
About the Author
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 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.
"About the title" may belong to another edition of this title.
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