Lateral Marketing 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2025

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Philip Kotler 作者

Wiley

譯者

2003-09-08 出版日期

206 頁數

USD 34.95 價格

Hardcover

叢書系列

9780471455165 圖書編碼

Lateral Marketing 在線電子書圖書標籤: 企管 business

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發表於2025-01-15

Lateral Marketing 在線電子書 epub 下載 mobi 下載 pdf 下載 txt 下載 2025

Lateral Marketing 在線電子書 epub 下載 pdf 下載 mobi 下載 txt 下載 2025

Lateral Marketing 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2025

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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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