Title: Lateral marketing
First published: 2003
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.
Subjects: Marketing, Management, Marketing, management
LC classification: HF5415.13 .K639 2003