Lateral Marketing

Lateral Marketing: New Techniques for Finding Breakthrough Ideas Kotler Philip (Northwestern University) ,Trias De Bes Fernando (ESADE Business School Barcelona) Wydawca: John Wiley & Sons Inc Data wydania: 2003 ISBN: 9780471455165 Liczba stron: 224 Format: 241 x 166 x 18 Rodzaj oprawy: Hardback Opis produktu: 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.