Beschreibung Lateral Marketing: New Techniques for Finding Breakthrough Ideas. A revolutionary new system for generating the next big marketing ideas and opportunitiesAccording 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.
Lateral Marketing: New Techniques for Finding Breakthrough ~ A 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 wit
Lateral Marketing: New Techniques for Finding Breakthrough ~ Lateral Marketing: New Techniques for Finding Breakthrough Ideas. Philip Kotler, Fernando TrĂas De Bes. John Wiley & Sons, Sep 8, 2003 - Business & Economics - 224 pages. 2 Reviews. A 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 .
Lateral Marketing: New Techniques for Finding Breakthrough ~ Lateral Marketing: New Techniques for Finding Breakthrough Ideas. Read an Excerpt Excerpt 1: (PDF) Lateral Marketing: New Techniques for Finding Breakthrough Ideas. Philip Kotler, Fernando TrĂas De Bes . ISBN: 978-0-471-45516-5. Sep 2003. 206 pages. Quantity: Select type: Hardcover. In Stock Hardcover $43.00. In Stock. $43.00. Add to cart. Description A revolutionary new system for generating .
Lateral Marketing: New Techniques for Finding Breakthrough ~ Lateral Marketing: New Techniques for Finding Breakthrough Ideas. Jeffrey S. Pinegar NPDP. Franklin and Marshall College . Search for more papers by this author. Emory Grace Lee. Franklin and Marshall College. Search for more papers by this author. Jeffrey S. Pinegar NPDP. Franklin and Marshall College. Search for more papers by this author. Emory Grace Lee. Franklin and Marshall College .
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Lateral Marketing: New Techniques for Finding Breakthrough ~ Lateral marketing complements traditional marketing by providing an alternative route to generating fresh new ideas. Whereas vertical marketing helps us find increasingly smaller subgroups for which a product might be developed, lateral marketing lets marketers develop an entirely new product that finds a much wider audience. Instead of offering just another diaper for newborns in a cutthroat .
Lateral Marketing: New Techniques for Finding Breakthrough ~ Download Citation / On Sep 1, 2005, Jeffrey S. Pinegar and others published Lateral Marketing: New Techniques for Finding Breakthrough Ideas / Find, read and cite all the research you need on .
Lateral Marketing by Kotler - Marketing Psycho ~ The book «Lateral Marketing: New Techniques for Finding Breakthrough Ideas» by Philip Kotler and Fernando Trias de Bes is devoted to a non-standard thinking in marketing. Classic marketing theories continue to play an important role in the market, but nowadays a broader perspective on marketing opportunities is needed.
Lateral Marketing New Techniques For Finding Breakthrough ~ Read PDF Lateral Marketing New Techniques For Finding Breakthrough Ideas Lateral Marketing New Techniques For Finding Breakthrough Ideas Because itâs a charity, Gutenberg subsists on donations. If you appreciate what theyâre doing, please consider making a tax-deductible donation by PayPal, Flattr, check, or money order.
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: Customer reviews: Lateral Marketing: New ~ Although I do appreciate the effort of the authors to offer a structured and systematic means "for finding breakthrough ideas" by incorporating de Bono's lateral thinking concept into the marketing management arena, I can hardly agree that they are "new techniques" at all. This can be a good textbook for undergrads, but far from satisfying veteran marketers who fought hard daily on the front .
Lateral Marketing New Techniques For Finding Breakthrough ~ lateral marketing new techniques for finding breakthrough ideas Sep 02, . kostenloser versand fur alle bucher mit versand und verkauf duch lateral marketing complements traditional marketing by providing an alternative route to generating fresh new ideas whereas vertical marketing helps us find increasingly smaller subgroups for which a product might be developed lateral marketing .
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Lateral Thinking Techniques - Performance Excellence ~ Lateral Thinking Techniques. Lateral thinking is the mental process of generating ideas and solving problems by looking at a situation or problem from a unique perspective. It is the ability to think creatively or âoutside the box.â Lateral thinking involves breaking away from traditional modes of thinking and discarding established patterns and preconceived notions.
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