Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Digital Book Club

Philip Kotler and Fernando Trias de Bes Wiley (John Wiley & Sons 2003)

August 2003

lateral.jpg

Although all marketers will enjoy the wake-up call, Lateral Marketing gears itself primarily to strategic marketers in the driving seat of product development, target market strategy or marketing mix control. The roadmap includes a choice of paths: new product development, market reassessment, rebuilding the marketing mix. It helps answer such questions as: which nonpotential customers could be reached, what else could a product be used for, which other needs could be satisfied.

Download_Digital_Book_Club_review

Join the news service so you hear about future reviews

Buy on Amazon.co.ukBuy Lateral Marketing: New Techniques for Finding Breakthrough Ideas on Amazon.co.uk

<< Back to Digital Book Club

Comments (1)

KOJO BONTI- AMOAKO:

This is just brilliant....great read.

Post a comment

Verification (needed to reduce spam):

Copyright ©2000-2019 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy