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|2 22
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|a Kotler, Philip
|9 56401
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| 240 |
1 |
0 |
|a Lateral marketing.
|
| 245 |
1 |
0 |
|a Marketing lateral :
|b nuevas técnicas para encontrar las ideas más rompedoras /
|c Philip Kotler y Fernando Trías de Bes ; traducción de Eva de Paz Urueña.
|
| 260 |
|
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|a Madrid :
|b Pearson Educación,
|c c2004.
|
| 300 |
|
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|a xx, 208 p. :
|b il. ; graf. ;
|c 24 cm.
|
| 500 |
|
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|a Traducido de: Lateral marketing.
|
| 500 |
|
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|a Incluye índice.
|
| 505 |
0 |
|
|a 1. La evolución de los mercados y de la dinámica competitiva. -- 2. Aspectos fuertes y débiles del pensamiento tradicional de marketing. -- 3. Innovaciones originadas dentro de un mercado: la forma más habitual de innovar. -- 4. Innovaciones originadas fuera de un mercado determinado: una forma alternativa de innovar. -- 5. La necesidad del marketing lateral para complementar el marketing vertical. -- 6. Definición del proceso de marketing lateral. -- 7. El marketing lateral al nivel del mercado. -- 8. El marketing lateral al nivel del producto. -- 9. El marketing lateral al nivel del marketing mix. -- 10. Implementación del marketing lateral.
|
| 590 |
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|a Consultar la disponibilidad del material en formato digital en la Biblioteca EEyN.
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|a Trías de Bes, Fernando,
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