Kotler, Philip / Trías De Bes, Fernando
Lateral Marketing
New Techniques for Finding Breakthrough Ideas
  1. Edition - September 2003
32.90 Euro
2003. 206 Pages, Hardcover
- Handbook/Reference Book -
ISBN-10: 0-471-45516-4
ISBN-13: 978-0-471-45516-5 - John Wiley & Sons
Sample Chapter
Author information
PHILIP KOTLER 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&T.
FERNANDO TRIAS de BES is founder and Partner of Salvetti & Llombart, a firm specializing in consulting and market research with an international scope and clients such as PepsiCo, Sony, Hewlett-Packard, McKinsey & 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.
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