"Lateral Marketing: New Techniques for Finding Breakthrough Ideas" by Philip Kotler introduces a creative and innovative approach to marketing that focuses on generating breakthrough ideas through lateral thinking. Kotler challenges traditional linear marketing strategies and proposes lateral marketing as a method to uncover unconventional solutions to marketing problems. In this book, Kotler explores various techniques and frameworks designed to stimulate lateral thinking and encourage marketers to look beyond the obvious. He emphasizes the importance of creativity, experimentation, and collaboration in developing fresh and disruptive marketing concepts. "Lateral Marketing" provides readers with practical tools and strategies for breaking free from conventional marketing paradigms and exploring new avenues for growth and innovation.
- Pages: 216
- Language(s): Persian (Farsi)
- Genre: Business
- ISBN: 9786006465128
- Persian Title: کتاب بازاریابی خلاق اثر فیلیپ کاتلر
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