Lateral marketing : New techniques for finding breakthrough ideas

Rather than perpetuating the vertical marketing practice of segmentation, two marketing specialists offer a framework for generating new products and services to meet marketing gaps. An example given by Kotler (Northwestern U.) and Trias de Bes (Barcelona) is of getting computer-less consumers to sh...

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Bibliografische gegevens
Hoofdauteur: Kotler, Philip
Formaat: Boek
Taal:Undetermined
Gepubliceerd in: Hoboken, N.J. John Wiley & Sons, Inc. 2003
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