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- catalog abstract "This book defines a framework and theory for lateral marketing and the development of breakthrough ideas that will succeed in a consumer market already over-saturated. By removing the limitations of traditional marketing as a mechanism for developing new ideas, the authors show marketers how to beat the high odds of product failure and achieve breakthrough success.".
- catalog contributor b12980078.
- catalog contributor b12980079.
- catalog created "2003.".
- catalog date "2003".
- catalog date "2003.".
- catalog dateCopyrighted "2003.".
- catalog description "Includes bibliographical references and index.".
- catalog description "The evolution of markets and the dynamics of competition -- Strengths and weaknesses of traditional marketing thinking -- Innovations originated from inside a given market: the most common way of creating innovations -- Innovations originated outside of a given market: an alternative way to create innovation -- The need for lateral marketing to complement vertical marketing -- Defining the lateral marketing process -- Lateral marketing at the market level -- Lateral marketing at the product level -- Lateral marketing at the marketing mix level -- Implementing lateral marketing.".
- catalog description "This book defines a framework and theory for lateral marketing and the development of breakthrough ideas that will succeed in a consumer market already over-saturated. By removing the limitations of traditional marketing as a mechanism for developing new ideas, the authors show marketers how to beat the high odds of product failure and achieve breakthrough success.".
- catalog extent "xvi, 206 p. :".
- catalog identifier "0471455164".
- catalog issued "2003".
- catalog issued "2003.".
- catalog language "eng".
- catalog publisher "New York : Chichester : Wiley,".
- catalog subject "658.8 21".
- catalog subject "HF5415.13 .K639 2003".
- catalog subject "Marketing Management.".
- catalog tableOfContents "The evolution of markets and the dynamics of competition -- Strengths and weaknesses of traditional marketing thinking -- Innovations originated from inside a given market: the most common way of creating innovations -- Innovations originated outside of a given market: an alternative way to create innovation -- The need for lateral marketing to complement vertical marketing -- Defining the lateral marketing process -- Lateral marketing at the market level -- Lateral marketing at the product level -- Lateral marketing at the marketing mix level -- Implementing lateral marketing.".
- catalog title "Lateral marketing : new techniques for finding breakthrough ideas / Philip Kotler.".
- catalog type "text".