Marketing Lateral
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Lateral Marketing
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Author : Philip Kotler
language : en
Publisher: John Wiley & Sons
Release Date : 2003-09-08
Lateral Marketing written by Philip Kotler and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-09-08 with Business & Economics categories.
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, Nestlé, Credit Suisse, and other top corporations.
Marketing Lateral
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Author : Philip Kotler
language : pt-BR
Publisher: Leya
Release Date : 2015-03-01
Marketing Lateral written by Philip Kotler and has been published by Leya this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-01 with Business & Economics categories.
Os profissionais de marketing, hoje em dia, enfrentam um desafio difícil: como inovar, num mundo extremamente competitivo e num mercado hipersegmentado, com consumidores que cada vez mais estão imunes à publicidade. Por isso, o método tradicional do marketing vertical – a segmentação sucessiva e a proliferação de marcas – já não é eficaz, atingiu os seus limites. Partindo deste princípio, os autores apresentam-nos um novo sistema para desenvolver ideias novas, o marketing lateral. Este visa complementar o marketing vertical através de um método alternativo de gerar ideias novas, partindo de uma perspetiva não tradicional que, tendo êxito, irá criar um novo mercado. Ilustrado com vários exemplos de inovação através deste processo – do Kinder Surpresa à boneca Barbie – o livro é uma ferramenta imprescindível para os profissionais e estudantes de marketing.
Lateral Marketing Thought S
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Author : Gordon Wills
language : en
Publisher:
Release Date : 1979
Lateral Marketing Thought S written by Gordon Wills and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1979 with Customer relations categories.
Ten Deadly Marketing Sins
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Author : Philip Kotler
language : en
Publisher: John Wiley & Sons
Release Date : 2004-05-03
Ten Deadly Marketing Sins written by Philip Kotler and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-03 with Business & Economics categories.
Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.
Marketing Lateralny
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Author : Philip Kotler
language : pl
Publisher:
Release Date : 2004
Marketing Lateralny written by Philip Kotler and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.
Marketing Lateral
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Author : Philip Kotler
language : es
Publisher: PRENTICE HALL
Release Date : 2004
Marketing Lateral written by Philip Kotler and has been published by PRENTICE HALL this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Marketing categories.
El Marketing Lateral ofrece refrescantes ideas de innovación en marketing para hacer frente a los desafíos del mercado del siglo XXI, caracterizado fundamentalmente por el continuo lanzamiento de nuevos productos y sobre todo de nuevas marcas, de las .
Lateral Marketing Thoughts
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Author : Gordon Prestoungrange
language : en
Publisher:
Release Date : 1979
Lateral Marketing Thoughts written by Gordon Prestoungrange and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1979 with categories.
Lateral Marketing
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Author :
language : id
Publisher: ESENSI
Release Date :
Lateral Marketing written by and has been published by ESENSI this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Lateral Marketing
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Author :
language : en
Publisher:
Release Date : 2003
Lateral Marketing written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Marketing categories.
The Marketing Gurus
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Author : Chris Murray
language : en
Publisher: Atlantic Books Ltd
Release Date : 2016-05-19
The Marketing Gurus written by Chris Murray and has been published by Atlantic Books Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-19 with Business & Economics categories.
This indispensable guide to classics of marketing strategy, summarizing the lessons of seventeen of the most influential titles in the field. The featured books include: Crossing the Chasm by Geoffrey Moore The Popcorn Report by Faith Popcorn The Anatomy of Buzz by Emanuel Rosen Purple Cow by Seth Godin Relationship Marketing by Regis McKenna Don't Think Pink by Lisa Johnson and Andrea Learned Renovate Before you Innovate by Sergio Zyman The Marketing Gurus distils thousands of pages on branding, promotion, publicity, advertising and more into easily digestible summaries, revealing the wisdom that made them into classics.
