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Innovation & Product Development

Soundview Executive Book Summaries® publishes summaries of the best business books of each year on innovation issues including collaboration, change management, product development, creativity, disruptive innovation and more. Learn how to ignite the creative juices in your company to beat the competition.

  • Image of Lateral Marketing
    Image of Lateral Marketing

    New Techniques for Finding Breakthrough Ideas

    by Fernando deBes, Philip Kotler

    In a consumer economy saturated with homogenous products and customers who are more and more immune to advertising messages, traditional vertical marketing — with its emphasis on market segmentation and brand proliferation — is failing us. There is a better way to reach consumers, to create innovative products and markets that don’t yet exist, and to gain a real competitive advantage: lateral marketing. In Lateral Marketing, marketing experts Philip Kotler and Fernando Trias de Bes show

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