01012nam a2200229Ia 4500 CTU_137891 210402s9999 xx 000 0 und d 30 658.8 K87 Kotler, Philip Lateral marketing : New techniques for finding breakthrough ideas Philip Kotler, Fernando Trias de Bes Hoboken, N.J. John Wiley & Sons, Inc. 2003 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) Marketing,Tiếp thị Management,Quản trị Giang Trung tâm Học liệu Trường Đại học Cần Thơ