Lateral marketing
Subtitle: new techniques for finding breakthrough ideas
By: Philip Kotler, Fernando Trias de Bes.
Contributors: Trias de Bes, Fernando.
Publisher: Wiley
Published: 2003
Place of publication: Hoboken, NJ
Language: eng
Number of pages: 206
Subjects: Marketing -- Management.
Description: This book defines a framework and theory for lateral marketing and the development of breakthrough ideas that will succeed in a consumer market already over-saturated. By removing the limitations of traditional marketing as a mechanism for developing new ideas, the authors show marketers how to beat the high odds of product failure and achieve breakthrough success.
Notes: Includes bibliographical references and index.