Lateral marketing : new techniques for finding breakthrough ideas
Kotler, Philip2003
Books
Successful recent product launches show that Kotler's proposed lateral marketing mindset leads to overall success. Kotler explains how this new thinking is the only way to remain solvent in the face of hypercompetition and product homogeneity.
Main title:
Lateral marketing : new techniques for finding breakthrough ideas / Philip Kotler, Fernando Trias de Bes.
Imprint:
Hoboken, N.J. : Wiley, c2003.
Collation:
xvi, 206 p. : ill. ; 24 cm.
Notes:
Includes index.
ISBN:
9780471455165 (hbk)
Dewey class:
658.8
Language:
English
BRN:
9587
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