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Lateral Marketing

New Techniques for Finding Breakthrough Ideas

A revolutionary new system for generating the next big marketing ideas and opportunities According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities. Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestl?, Credit Suisse, and other top corporations.

This book defines a framework and theory for lateral marketing and the development of breakthrough ideas that will succeed in a consumer market already over-saturated.

The Freja Mission

Freja is a joint Swedish and German satellite, launched on October 6, 1992 and orbiting at 600--1750 km, covering the lower part of the auroral acceleration region. It has been designed to provide high-resolution measurements (both temporal and spatial) of auroral plasma characteristics. The high telemetry rate, together with the 15 Mbyte distributed on-board memories allow Freja to resolve meso and micro-scale phenomena in the 100 m range for particles and 1--10 m range for electric and magnetic fields. The UV imager resolves auroral structures of 1 km size at a time resolution of one image every 6 s. The novel plasma instruments are orders of magnitude better than any that have gone before. The Freja Mission is about the scientific objectives, instruments and platform itself. Detailed descriptions are given of the instrumentation and the first data acquired. It is one of the very few books to contain such material in a single volume, relating the instruments' design with their in-flight characteristics. For space engineers and other researchers interested in space science.

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Barcode

Scanning the City : a Collaborative Multidisciplinary Studio Project for Auckland Architecture Week 2006

"This book documents the processes and outcomes of Barcode, a site-specific, interdisciplinary studio collaboration between the Schools of Architecture [and] Planning and Dance Studies at the University of Auckland, the Department of Spatial Design at Auckland University of Technology, the School of Architecture and Landscape Architecture at UNITEC, the Auckland Chapter of the New Zealand Institute of Architects, Auckland City Council and Bluewater Property Management Group. Located off-campus, the Barcode project encouraged about 100 students to explore, analyse and occupy the Britomart precinct, a formerly run-down area adjacent to the Auckland waterfront now being actively re-branded as a creative industries quarter." --P. 4.

"This book documents the processes and outcomes of Barcode, a site-specific, interdisciplinary studio collaboration between the Schools of Architecture [and] Planning and Dance Studies at the University of Auckland, the Department of ...

Komunikasi masa

sebuah analisis isi media televisi

Development of television as a mass communication in Indonesia.

Sisi Bisnis Tayangan Acara Televisi Pesan Sponsor Apakah benar tayangan
acara televisi mengandung sisi bisnis? Jawabnya bisa ya dan tidak, tergantung
dari kaca mata mana melihatnya. Justru yang harus kita tekankan di sini ialah ...

An Empty Bottle and Other Tales

An Empty Bottle is a collection of short stories that would otherwise have been consigned to the realm of forgotten things. Written over many years, many published around the world and others achieving awards in Australia, they cover aspects of life and living from humour, crime, and retribution, love and hate, children and the elderly—something for just about anyone. There is even a fairy story for adults in there. This is the third collection gleaned from a busy writing life, No Time for Pity and Standfast appearing a few years ago. Barbara believes that readers still enjoy short fiction, but it is not easy to find. For the busy person, the young mum, the city girl, the elderly, and those who just don't have a long attention span, the genre still offers a happy hour or so curled up with a book. Reading is one of life's true enjoyments, whether it is done with an old-fashioned collection of bound paper or one of the new electronic gadgets. Long may it last!

When she rings, perhaps this evening, and says in her imperious way, 'James, I
think I left my sunnies and diary on the table. Could you send them on to me,
please?' I shall say, 'No, Janice—you didn't leave anything behind'. And I shall
look ...