Overview
According to Philip Kotler, the widely acknowledged "father" ofmodern marketing, and Fernando Trias de Bes the marketingtechniques pioneered in the 1960s and '70s have worked too well.Fierce competition among products with little or nothing todistinguish one from another, along with modern product positioningand targeted marketing techniques, have led to increasing marketsegmentation. If the trend continues, individual market segmentssoon will be too small to be profitable. In Lateral Marketing,Kotler and Trias de Bes unveil a revolutionary new model to helpreaders expand beyond vertical segmentation and generate freshmarketing ideas and opportunities.
Philip Kotler (Chicago, IL) is the S. C. Johnson & SonDistinguished Professor of International Marketing at NorthwesternUniversity's Kellogg School of Management. Fernando Trias de Bes(Barcelona, Spain) is the founder of Salvetti & Llombart whoseclients include Pepsico, Sony, Hewlett-Packard, Nestlé, CreditSuisse, and other top corporations.
This book title, Lateral Marketing (New Techniques for Finding Breakthrough Ideas), ISBN: 9780471455165, by Philip Kotler, Fernando Trias De Bes, published by Wiley (September 8, 2003) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
Unlike Amazon and other retailers who may also offer Lateral Marketing (New Techniques for Finding Breakthrough Ideas) books on their website, we specialize in large quantities and provide personal service, from trusted, experienced, friendly people in Portland, Oregon. We offer a Price Match Guarantee, and QuickQuote form, to make purchasing quick and easy.
Prefer to work with a human being when you order Lateral Marketing (New Techniques for Finding Breakthrough Ideas) books in bulk? Our Book Specialists are standing by Monday-Friday 8-5 PST, ready to help!