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This does not mean that we need to discard traditional marketing thinking. Instead, the goal is to incorporate lateral thinking as an additional platform for discovering marketing ideas.


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New Techniques for Finding Breakthrough Ideas. Member Log In Your password is: Remember me Lost your password? Core Curriculum Modules M1: Business Model Innovation M4: Strengths and Weaknesses of Traditional.


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Lateral Marketing at the Market Level. J Implementing Lateral Marketing. Quick Reminder of the Lateral.


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Considered the father of modern marketing, he is the author of twenty-five books, including Marketing Insights from A to Z, also available from Wiley. He is also a consultant on innovation in marketing.

SA Innovation Lecture Stephen Shapiro