New Techniques for Finding Breakthrough Ideas
Normal Price: $84.43
Your Price: $75.99 AUD, inc. GST
Shipping: $7.95 per order
You Save: $8.44! (10% off normal price)
Plus...earn $3.80 in Boomerang Bucks
Availability: Available, ships in 8-11 days
Lateral Marketing by Philip Kotler
Book DescriptionA 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, Nestle, Credit Suisse, and other top corporations.
Buy Lateral Marketing book by Philip Kotler from Australia's Online Bookstore, Boomerang Books.
Book DetailsISBN: 9780471455165
(244mm x 166mm x 18mm)
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 19-Sep-2003
Country of Publication: United States
Books By Author Philip Kotler
Marketing 4.0, Hardback (December 2016)
Marketing has changed forever this is what comes next Marketing 4. 0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing.
Democracy in Decline, Paperback (June 2016)
An examination by the 'father of modern marketing' into how well a long cherished product (democracy) is satisfying the needs of its consumers (citizens), bringing conversation and solutions on how we can all do our bit to bring about positive change.
Quintessence of Strategic Management, Hardback (May 2016)» View all books by Philip Kotler
The Quintessence of Strategic Management provides a basic understanding of strategic management. Readers will find the most important strategy tools, how they interact, and a synthesis of the respective original literature on the subject.
» Have you read this book? We'd like to know what you think about it - write a review about Lateral Marketing book by Philip Kotler and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)
Author Biography - Philip Kotler
PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Considered the father of modern marketing, he is the author of twenty-five books, including Marketing Insights from A to Z, also available from Wiley. He has worked as a consultant to corporations such as IBM, Bank of America, General Electric, and AT&T. FERNANDO TRIAS de BES is founder and Partner of Salvetti & Llombart, a firm specializing in consulting and market research with an international scope and clients such as PepsiCo, Sony, Hewlett-Packard, McKinsey & Co., Nestle, and Dannon. He is also a consultant on innovation in marketing. He is an Associate Professor of the Marketing Department at ESADE Business School in Barcelona.
Bestselling Books: Our Current Bestsellers | Australia's Hottest 1000 Books | Bestselling Fiction | Bestselling Crime Mysteries and Thrillers | Bestselling Non Fiction Books | Bestselling Sport Books | Bestselling Gardening and Handicrafts Books | Bestselling Biographies | Bestselling Food and Drink | Bestselling History | Bestselling Travel Books | Bestselling School Textbooks & Study Guides | Bestselling Children's General Non-Fiction | Bestselling Young Adult Fiction | Bestselling Children's Fiction | Bestselling Picture Books | Top 100 US Bestsellers
Phone: 1300 36 33 32 (9am-2pm Mon-Fri AEST) - International: +61 2 9960 7998 - Online Form
Address: Boomerang Books, 878 Military Road, Mosman Junction, NSW, 2088
© 2003-2016. All Rights Reserved. Eclipse Commerce Pty Ltd - ACN: 122 110 687 - ABN: 49 122 110 687
For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.