Lateral marketing: new techniques for finding breakthrough ideas
Language: English
Published by Wiley, Hoboken, NJ, 2003
- Softcover
- Used
Seller: Libros Eco, Les Franqueses del Vallès, B, SpainLibros Eco
AbeBooks seller since January 19, 2026
Condition: Used - Good
£ 9.36
Quantity: 1 available
Add to basketItem description from seller
Praise for LATERAL MARKETING Philip Kotler, the éminence grise of modern marketing, teams up with Fernando Trias de Bes for a new look at marketing innovation in these challenging times. Part marketing manual, part brainstorming guide, the book lays out the ingredients in a new recipe for marketing innovation. Tom Kelley, General Manager, IDEO, and author of The Art of Innovation Lateral Marketing may become the breakthrough marketing concept of the twenty-first century. Managers who apply it will expand their thinking and their profits. Thomas D. Kuczmarski, President, Kuczmarski & Associates New products and services will be a critical competency for the next decade this book shows you the way. A compelling and systematic look at the early stage of the innovation process, it is a must-read for any company that values innovation. Lateral Marketing demystifies the fuzzy front- end of the innovation process. Gary Lynn, Professor, Stevens Institute of Technology and author of Blockbusters Everyone says we need really new products, but Kotler actually gives the reader effective and practical concepts and tools to create them based on thinking across rather than within markets. Glen L. Urban, Professor, Sloan School, MIT and author of Design and Marketing of New Products Lateral Marketing explains and illustrates the power of marketing creativity and outlines ways of enhancing it. A must-read for anyone concerned with profitable growth. Yoram (Jerry) Wind, Academic Director, Wharton Fellows Program.…
Seller Inventory # 413880
- Title
- Lateral marketing: new techniques for finding breakthrough ideas
- Author
- Fernando Trias De Bes
- Publisher
- Wiley, Hoboken, NJ
- Publication year
- 2003
- Condition
- Good
- Binding
- Softcover
- 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.
Libros Eco
Les Franqueses del Vallès, B, Spain
AbeBooks seller since January 19, 2026
Shipping rates from Spain to U.S.A.
| Item | 9 to 15 business days | 3 to 6 business days |
|---|---|---|
| First item | £ 45.46 | £ 59.77 |
Payment methods
Store description
Libros.eco es una librería online de libros de segunda mano enfocada en la sostenibilidad y la economía circular. Ofrece un amplio catálogo de libros usados a precios accesibles y promueve la reutilización como forma de reducir el impacto ambiental y fomentar un consumo cultural más responsable.
Specialty
Libros de segunda manoSeller's business information
Vignepick Valles S.L.
Carrer D'alemanya 35
Les Franqueses del Vallès, B Spain 08520
Right of withdrawal
If you are a consumer you can withdraw from the contract in accordance with the following. Consumer means any natural person who is acting for purposes which are outside his trade, business, craft or profession.
Information regarding the right of withdrawal
Statutory right to withdraw
You have the right to withdraw from this contract within 14 days without giving any reason.
The withdrawal period will expire after 14 days from the day on which you acquire, or a third party other than the carrier and indicated by you acquires, physical possession of the last good or the last lot or piece.
To exercise the right of withdrawal, electronically fill in and submit a clear statement on our website, under "My Purchases" in "My Account". We will communicate to you an acknowledgement of receipt of such a withdrawal on a durable medium (e.g. by e-mail) without delay.
To meet the withdrawal deadline, it is sufficient for you to send your communication concerning your exercise of the right of withdrawal before the withdrawal period has expired.
Effects of withdrawal
If you withdraw from this contract, we will reimburse to you all payments received from you, including the costs of delivery (except for the supplementary costs arising if you chose a type of delivery other than the least expensive type of standard delivery offered by us).
We may make a deduction from the reimbursement for loss in value of any goods supplied, if the loss is the result of unnecessary handling by you.
We will make the reimbursement without undue delay, and not later than 14 days after the day on which we are informed about your decision to withdraw from this contract.
We will make the reimbursement using the same means of payment as you used for the initial transaction, unless you have expressly agreed otherwise; in any event, you will not incur any fees as a result of such reimbursement.
We may withhold reimbursement until we have received the goods back, or you have supplied evidence of having sent back the goods, whichever is the earliest.
You shall send back the goods or hand them over to Libros Eco, Les Franqueses del Valles, Barcelona, Spain, without undue delay and in any event not later than 14 days from the day on which you communicate your withdrawal from this contract to us. The deadline is met if you send back the goods before the period of 14 days has expired. You will have to bear the direct cost of returning the goods. You are only liable for any diminished value of the goods resulting from the handling other than what is necessary to establish the nature, characteristics and functioning of the goods.
Exceptions to the right of withdrawal
The right of withdrawal does not apply to:
- The delivery of newspapers, journals or magazines with the exception of subscription contracts; and
- The supply of digital content which is not supplied on a tangible medium (e.g. on a CD or DVD) if you accepted when you placed your order that we could start to deliver it, and that you could not withdraw once delivery had started.