Lateral marketing
new techniques for finding breakthrough ideas
- ISBN: 9780471455165
- Editorial: John Wiley & Sons Limited
- Fecha de la edición: 2003
- Lugar de la edición: New York. Estados Unidos de Norteamérica
- Encuadernación: Cartoné
- Medidas: 23 cm
- Nº Pág.: 206
- Idiomas: Inglés
Philip 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 Innovation INDICE 1.The Evolution of Markets and the Dynamics of Competition 2.Strengths and Weaknesses of Traditional Marketing Thinking 3.Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations 4.Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation 5.The Need for Lateral Marketing to Complement Vertical Marketing 6.Defining the Lateral Marketing Process 7. Lateral Marketing at the Market Level 8. Lateral Marketing at the Product Level 9. Lateral Marketing at the Marketing Mix Level 10. Implementing Lateral Marketing Appendix: Quick Reminder of the Lateral Marketing Framework
