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Lateral Marketing : New Techniques for Finding Breakthrough Ideas
Lateral Marketing New Techniques for Finding Breakthrough Ideas
Author: Philip Kotler, Fernando Trias de Bes
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 distinguis...  more »
ISBN-13: 9780471455165
ISBN-10: 0471455164
Publication Date: 9/8/2003
Pages: 206
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Publisher: Wiley
Book Type: Hardcover
Members Wishing: 0
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