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Obstructive Marketing

Obstructive Marketing

Maitland Hyslop

301,31 €
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Editorial:
Taylor & Francis Ltd
Año de edición:
2014
Materia
Empresa y gestión
ISBN:
9781472416049

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In Obstructive Marketing, Maitland Hyslop deals with a very negative kind of activity which embraces activities, legal or otherwise, designed to prevent or restrict the distribution of a product or service, temporarily or permanently, against the wishes of the product manufacturer, service provider or customer. When the author defined this phenomenon as Obstructive Marketing and started to research it more than a decade ago, it was seen as a valid concept that was perhaps ahead of its time. The World has moved on and Obstructive Marketing can now be seen as the business equivalent of asymmetric warfare. This book explains what Obstructive Marketing is and why it is not called anti-marketing. It explains who practises Obstructive Marketing, where, when and how; and why businesses are particularly vulnerable to Obstructive Marketing attack when entering new markets and engaging in change and innovation.

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