横向营销
横向营销 by Fernando de Trias de Bes and Philip Kotler presents a groundbreaking approach to innovation in marketing. It teaches how to break free from conventional vertical competition by exploring lateral opportunities, providing tools and insights for creating unique value propositions that drive business success.
About This Book
横向营销 introduces a fresh perspective on marketing strategies, emphasizing creative expansion into new dimensions rather than direct competition.
Authored by Fernando de Trias de Bes and Philip Kotler, it draws on established principles to guide professionals in generating novel ideas.
The book explores methods to identify untapped opportunities, making it a valuable resource for marketers seeking differentiation.
Through clear examples and frameworks, it demonstrates how lateral thinking can lead to sustainable business growth.
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