Description - Lateral Marketing by Philip Kotler
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, Nestle, Credit
Suisse, and other top corporations.
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(251mm x 167mm x 19mm)
John Wiley & Sons Inc
Publisher: John Wiley & Sons Inc
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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.
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