Lateral Marketing: New Techniques for Finding Breakthrough Ideas
Praise for LATERAL MARKETINGPhilip Kotler, the 'éminence grise' of modern marketing, teams up with Fernando Trias de Bes for a new look at marketing innovation in these challenging times. Part marketing manual, part brainstorming guide, the book lays out the ingredients in a new recipe for marketing innovation.-Tom Kelley, General Manager, IDEO, and author of The Art of InnovationLateral Marketing may become the breakthrough marketing concept of the twenty-first century. Managers who apply it will expand their thinking and their profits.-Thomas D. Kuczmarski, President, Kuczmarski & AssociatesNew products and services will be a critical c…
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Produktdetails
Weitere Autoren: Trías De Bes, Fernando
- ISBN: 978-0-471-45516-5
- EAN: 9780471455165
- Produktnummer: 8548973
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2003
- Seitenangabe: 206 S.
- Masse: H24.0 cm x B16.1 cm x D1.6 cm 513 g
- Gewicht: 513
Über den Autor
PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Considered the father of modern marketing, he is the author of twenty-five books, including Marketing Insights from A to Z, also available from Wiley. He has worked as a consultant to corporations such as IBM, Bank of America, General Electric, and AT&T.FERNANDO TRIAS de BES is founder and Partner of Salvetti & Llombart, a firm specializing in consulting and market research with an international scope and clients such as PepsiCo, Sony, Hewlett-Packard, McKinsey & Co., Nestlé, and Dannon. He is also a consultant on innovation in marketing. He is an Associate Professor of the Marketing Department at ESADE Business School in Barcelona.
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