LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY
The concept of lateral marketing as the system of nonconventional methods of advance of goods and services allowing to fight successfully against the competition is considered. The structure of lateral marketing consisting of four steps is given: focus choice, level choice, generation of a marketing...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of the State University of Management
2019-02-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://guuvest.elpub.ru/jour/article/view/161 |