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Lateral Marketing: New Techniques for Finding Breakthrough Ideas, Philip Kotler


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Автор: Philip Kotler
Название:  Lateral Marketing: New Techniques for Finding Breakthrough Ideas   (Латеральный маркетинг: новые методы находить идеи)
Издательство: Wiley
Классификация:
Продажи и маркетинг

ISBN: 0471455164
ISBN-13(EAN): 9780471455165
ISBN: 0-471-45516-4
ISBN-13(EAN): 978-0-471-45516-5
Обложка/Формат: Hardback
Страницы: 206
Вес: 0.506 кг.
Дата издания: 19.09.2003
Язык: ENG
Иллюстрации: Illustrations
Размер: 23.77 x 15.95 x 2.08 cm
Читательская аудитория: Professional & vocational
Подзаголовок: New techniques for finding breakthrough ideas
Ссылка на Издательство: Link
Рейтинг:
Поставляется из: Англии
Описание: 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 Universitys Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestle, Credit Suisse, and other top corporations.

Дополнительное описание: Кол-во стр.: 206
Формат: 237 x 161 x 25
Дата издания: 2003
Илюстрации: Illustrations
Вес: 438
Круг читателей: undergraduate; postgraduate; research, professional





Marketing Technology as a Service: Proven Techniques that Create Value

Автор: Laurie Young and Bev Burgess
Название: Marketing Technology as a Service: Proven Techniques that Create Value
ISBN: 0470748400 ISBN-13(EAN): 9780470748404
Издательство: Wiley
Рейтинг:
Цена: 3865 р.
Наличие на складе: Поставка под заказ.

Описание: With the advent of `cloud computing` and radical changes in the engineering of some utilities, the marketing of services that are based on a technical infrastructure is about to become as important and sophisticated as in, say, consumer products. This book explores their story and experience.

Marketing Research: Tools & Techniques

Автор: Bradley
Название: Marketing Research: Tools & Techniques
ISBN: 019965509X ISBN-13(EAN): 9780199655090
Издательство: Oxford Academ
Рейтинг:
Цена: 5099 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: Marketing Research: Tools & Techniques offers a lively and accessible introduction to the world of marketing research. The author explores three core aspects of research preparation: data collection; analysis and communication of findings; and how skills and techniques are used by researchers to offer services for specific contexts.

Handbook of Marketing Techniques

Автор: Young Laurie
Название: Handbook of Marketing Techniques
ISBN: 0470746874 ISBN-13(EAN): 9780470746875
Издательство: Wiley
Рейтинг:
Цена: 4283 р.
Наличие на складе: Поставка под заказ.

Описание: This book has the potential to be a bible for the modern marketer, a reference book that will sit on any marketers desk or shelf.  The main content of the book will be an analysis of the techniques of marketing in common usage, as well as other less well-known techniques.  Each concept and tool will be listed in alphabetical order. The author will examine them under the following standard headings to maintain a consistent and coherent approach: Description of the concept. The story of its development: history and critical appraisal of the concept. Worked examples or case studies. Quotations from leading thinkers on it. Professional perspectives you might take into account. Rating: These will range from Useful, Mainly conceptual, to Toxic. Useful further reading. The writing of each will be bright and informative, rather than dry academic and dusty. Having said this, leading academics and practitioners will be consulted both in finalising the list of concepts and in commenting on the analysis of each one to ensure the book is technically correct. The net result will be dictionary like format. The techniques to be included in the book range from Ansofs Matrix to Word of Mouth (including well-known techniques such as the Boston Matrix, Customer Relationship Management, Gap Analysis, Porters 5 Forces, SWOT analysis, as well as a host of others).

Breakthrough marketing plans

Автор: Calkins, Tim
Название: Breakthrough marketing plans
ISBN: 0230607578 ISBN-13(EAN): 9780230607576
Издательство: Palgrave
Рейтинг:
Цена: 1664 р.
Наличие на складе: Нет в наличии.

Описание: Shows how to create simpler marketing plans in an age of increasing amounts of data, marketing tactics, and competitive pressure. This book is suitable for those writing a marketing plan, senior executives and marketers at organizations of various sizes and also for marketing students.

30-Minute Social Media Marketing: Step-By-Step Techniques to Spread the Word about Your Business

Автор: Gunelius Susan
Название: 30-Minute Social Media Marketing: Step-By-Step Techniques to Spread the Word about Your Business
ISBN: 0071743812 ISBN-13(EAN): 9780071743815
Издательство: McGraw-Hill
Рейтинг:
Цена: 1462 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание:

BIG PRESENCE isn't just for BIG COMPANIES anymore

Social media has opened the door to "anyone" who wants to promote him or herself--or their small business. Designed specifically for small business owners on the go, this book puts you on the fast track to maximizing your business's visibility and generating profits--regardless of the size of your marketing budget or the time you have to devote ot it.

"Social Media Marketing in 30 Minutes a Day" provides 22 short chapters packed with real-world examples, templates, sample marketing procedures, and screenshots taking you step-by-step through the essentials. With little time and effort, you will master the arts of: Blogging and Microblogging Social Networking and Bookmarking Audio and Video eBooks and Seminars Direct and Indirect Marketing Brand Building Word-of-Mouth Marketing Expanding Your Reach Integrating with Traditional Marketing

By the end of the book, you will have completed a social media marketing plan that produces real results and created a strategy for future marketing plans--all in just 30 minutes a day.

The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, 2nd Edition

Автор: Ehrlich
Название: The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, 2nd Edition
ISBN: 1118065719 ISBN-13(EAN): 9781118065716
Издательство: Wiley
Рейтинг:
Цена: 6009 р.
Наличие на складе: Поставка под заказ.

Описание: The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity--without straining budgets. The Financial Services Marketing Handbook, Second Edition  gives sales and marketing professionals the information they need to stretch more value from each marketing dollar. The Second Edition includes updated case studies and charts. This new edition looks at important topics in the industry such as:       Real time monitoring of conversations (e.g., Twitter and Facebook) and the impact on branding and positioning       New info on landing pages, e-mail success factors       Behavioral economics to psychology of money and budgeting

e Boot Camp: Proven Internet Marketing Techniques to Grow Your Business

Автор: Perlman
Название: e Boot Camp: Proven Internet Marketing Techniques to Grow Your Business
ISBN: 0470411597 ISBN-13(EAN): 9780470411599
Издательство: Wiley
Рейтинг:
Цена: 1880 р.
Наличие на складе: Поставка под заказ.

Описание: In this Web 2.0 era, small business owners are at a severe disadvantage because they have minimal, if any, knowledge, about Internet marketing. This do-it-yourself book provides the know-how that`s needed to win business in cyberspace while eliminating the need for a large marketing budget.

Marketing Research: tools and techniques

Автор: Bradley, Nigel
Название: Marketing Research: tools and techniques
ISBN: 0199281963 ISBN-13(EAN): 9780199281961
Издательство: Oxford Academ
Рейтинг:
Цена: 3017 р.
Наличие на складе: Поставка под заказ.

Описание: Balances theoretical and practical elements of marketing research, showing students how to implement marketing research themselves. This book covers topics that address the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, and reporting and presentation.

Turn Clicks Into Customers: Proven Marketing Techniques for Converting Online Traffic Into Revenue

Автор: Forrester Duane
Название: Turn Clicks Into Customers: Proven Marketing Techniques for Converting Online Traffic Into Revenue
ISBN: 0071635165 ISBN-13(EAN): 9780071635165
Издательство: McGraw-Hill
Рейтинг:
Цена: 2089 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: How to turn online visitors into enthusiastic purchasers

Marketing Research: Tools and Techniques

Автор: Bradley
Название: Marketing Research: Tools and Techniques
ISBN: 0199564345 ISBN-13(EAN): 9780199564347
Издательство: Oxford Academ
Рейтинг:
Цена: 3538 р.
Наличие на складе: Поставка под заказ.

Описание: This edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, it is organized around the core themes of research preparation, data collection, analysis and communication of findings.

Breakthrough!: A 7-Step System for Developing Unexpected and Profitable Ideas

Автор: Kurnit Paul, Lance Steve
Название: Breakthrough!: A 7-Step System for Developing Unexpected and Profitable Ideas
ISBN: 0814415628 ISBN-13(EAN): 9780814415627
Издательство: McGraw-Hill
Рейтинг:
Цена: 1880 р.
Наличие на складе: Поставка под заказ.

Описание: A 7Step System for Developing Unexpected and Profitable Ideas. This book reveals a step-by-step methodology individuals and organizations can use to develop, create, and nurture the kinds of new products and services that capture the publics imagination.

Breakthrough Marketing Plans

Автор: Calkins Tim
Название: Breakthrough Marketing Plans
ISBN: 0230340334 ISBN-13(EAN): 9780230340336
Издательство: Springer
Рейтинг:
Цена: 2337 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: Breakthrough Marketing Plans shows how to create simpler and more powerful marketing plans in an age of increasing amounts of data, marketing tactics, and competitive pressure.


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