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Description
Praise for LATERAL MARKETING "Philip Kotler, the ‘éminence grise’ of modern marketing, teams up with Fernando Trias de Bes for a new look at marketing innovation in these challenging times. Part marketing manual, part brainstorming guide, the book lays out the ingredients in a new recipe... read more
First Sentence
Nowadays, a strikingly high percentage of new products are doomed to fail.
Table of Contents
Authors & Contributors
- Philip Kotler (Author)
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