Lateral Marketing – New Techniques for Finding Breakthrough Ideas Kotler
Lateral Marketing\nby Fernando Tr\u00EDas de Bes\nHardback\nEnglish\n\nBrand new copy from BookCurl \u2013 the UK independent online bookseller.\n\n------------------------------\nBook details\n------------------------------\nAuthor: Fernando Tr\u00EDas de Bes\nTitle: Lateral Marketing\nFormat: Hardback\nLanguage: English\nTopic: Sales and marketing\nPublisher: John Wiley & Sons Inc\nPublication year: 2003\nISBN-13: 9780471455165\nISBN-10: 0471455164\nRRP: \u00A332.99\n\n------------------------------\nDescription\n------------------------------\nA revolutionary new system for generating the next big marketing ideas and opportunities\n 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, h.
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