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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| Hovedforfatter: | |
|---|---|
| Format: | Bog |
| Sprog: | Undetermined |
| Udgivet: |
Hoboken, N.J.
John Wiley & Sons, Inc.
2003
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Cần Thơ |
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| LEADER | 01012nam a2200229Ia 4500 | ||
|---|---|---|---|
| 001 | CTU_137891 | ||
| 008 | 210402s9999 xx 000 0 und d | ||
| 020 | |c 30 | ||
| 082 | |a 658.8 | ||
| 082 | |b K87 | ||
| 100 | |a Kotler, Philip | ||
| 245 | 0 | |a Lateral marketing : | |
| 245 | 0 | |b New techniques for finding breakthrough ideas | |
| 245 | 0 | |c Philip Kotler, Fernando Trias de Bes | |
| 260 | |a Hoboken, N.J. | ||
| 260 | |b John Wiley & Sons, Inc. | ||
| 260 | |c 2003 | ||
| 520 | |a 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 shop online. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com) | ||
| 650 | |a Marketing,Tiếp thị | ||
| 650 | |x Management,Quản trị | ||
| 904 | |i Giang | ||
| 980 | |a Trung tâm Học liệu Trường Đại học Cần Thơ | ||