Lateral marketingPhilip Kotler
Lateral marketing
Philip Kotler · 2003
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About the book
This book defines a framework and theory for lateral marketing and the development of breakthrough ideas that will succeed in a consumer market already over-saturated. By removing the limitations of traditional marketing as a mechanism for developing new ideas, the authors show marketers how to beat the high odds of product failure and achieve breakthrough success.
Book details
- Year
- 2003
- Language
- Chinese
- Publisher
- Zhong xin chu ban she
- Editions
- 1
- Pages
- 188
- ISBN
- 9787508603216
Data source: Wikidata
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