Lateral Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Philip Kotler 作者

Wiley

译者

2003-09-08 出版日期

206 页数

USD 34.95 价格

Hardcover

丛书系列

9780471455165 图书编码

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发表于2024-07-08

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Lateral Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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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. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities.

Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestlé, Credit Suisse, and other top corporations.

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