Lateral Marketing: New Techniques for Finding Breakthrough Ideas - Kotler, Philip (Northwestern University) - Books - John Wiley & Sons Inc - 9780471455165 - September 19, 2003
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Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Kotler, Philip (Northwestern University)

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Lateral Marketing: New Techniques for Finding Breakthrough Ideas

A revolutionary new system for generating the next big marketing ideas and opportunities According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well.

206 pages, Illustrations

Media Books     Hardcover Book   (Book with hard spine and cover)
Released September 19, 2003
ISBN13 9780471455165
Publishers John Wiley & Sons Inc
Pages 224
Dimensions 166 × 241 × 18 mm   ·   526 g
Language English  
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