TITLE

LEARNING THE LATERAL WAY

AUTHOR(S)
Rayner, Sarah
PUB. DATE
August 2002
SOURCE
Marketing Week;8/1/2002, Vol. 25 Issue 31, p31
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the benefits of applying the lateral thinking principle in marketing strategies in Great Britain. Reference to the axiom of Edward De Bono; Need for creativity in business; Importance of training account handlers for lateral thinking.
ACCESSION #
7173258

 

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