{"product_id":"lateral-marketing-new-techniques-for-finding-breakthrough-ideas-9780471455165","title":"Lateral Marketing: New Techniques for Finding Breakthrough Ideas","description":"A revolutionary new system for generating the next big marketing ideas and opportunities\u003cbr\u003e 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.\u003cbr\u003e Philip Kotler (Chicago, IL) is the S. C. Johnson \u0026amp; 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 \u0026amp; Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestlé, Credit Suisse, and other top corporations.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Philip Kotler\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e John Wiley \u0026amp; Sons\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/25\/2003\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 224\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.00lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.36h x 6.28w x 0.82d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780471455165\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003ePHILIP KOTLER\u003c\/b\u003e 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\u0026amp;T. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eFERNANDO TRIAS\u003c\/b\u003e \u003cb\u003eDE BES\u003c\/b\u003e is founder and Partner of Salvetti \u0026amp; Llombart, a firm specializing in consulting and market research with an international scope and clients such as PepsiCo, Sony, Hewlett-Packard, McKinsey \u0026amp; Co., Nestlé, 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.\u003cbr\u003e\u003c\/p\u003e","brand":"John Wiley \u0026 Sons","offers":[{"title":"Hardcover","offer_id":41179315208307,"sku":"9.78047E+12","price":48.68,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_7efede43-fe63-489a-999c-8f022195a6df.jpg?v=1703608889","url":"https:\/\/bookstorenmore.com\/products\/lateral-marketing-new-techniques-for-finding-breakthrough-ideas-9780471455165","provider":"Bookstore N More","version":"1.0","type":"link"}