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Lateral Marketing (Summary)
Lateral Marketing - Summary
Author: Philip Kotler and Fernando Trias de Bes
Today’s marketers face a difficult challenge: how to innovate in a hyper-competitive, super-segmented marketplace. Traditional vertical marketing – with its emphasis on market segmentation and brand proliferation – is leading to one failure after another. — Now, in Lateral Marketing: New Techniques for Finding Breakthrough Ideas, renowned marke...  more »
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ISBN: 418705
Publication Date: 11/2005
Edition: Abridged
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Publisher: Audio Tech Business Summaries
Book Type: Audio CD
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