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Marketing Lateral
by Philip Kotler, Fernando Trías de Bes · ALHAMBRA · tapa blanda · 232 pages
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Pages: 232 pagesAuthor: Philip Kotler, Fernando Trías de BesPublisher: ALHAMBRAFormat: tapa blandaLanguage: es-ESRelease date: 1/9/2004ISBN: ISBN 9788420542805
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Synopsis of Marketing Lateral
El libro 'Marketing Lateral: Nuevas técnicas para encontrar las ideas más rompedoras' de Philip Kotler y Fernando Trías de Bes, ofrece una perspectiva innovadora sobre el marketing en el siglo XXI. Explora cómo aplicar la creatividad a productos y servicios existentes para descubrir nuevas oportunidades de mercado y satisfacer necesidades no cubiertas. Con un enfoque ameno y divulgativo, el libro analiza casos de éxito como Kinder Sorpresa y Actimel, ofreciendo una guía práctica para la innovación en marketing.
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About the author
Philip Kotler
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
Born in 1931619 titles published
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