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...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | Undetermined |
| Published: |
Hoboken, N.J.
John Wiley & Sons, Inc.
2003
|
| Subjects: | |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institutions: | Trung tâm Học liệu Trường Đại học Cần Thơ |
|---|
Be the first to leave a comment!