| Description |
xvi, 206 pages : illustrations ; 24 cm |
| Contents |
1. The Evolution of Markets and the Dynamics of Competition -- 2. Strengths and Weaknesses of Traditional Marketing Thinking -- 3. Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations -- 4. Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation -- 5. The Need for Lateral Marketing to Complement Vertical Marketing -- 6. Defining the Lateral Marketing Process -- 7. Lateral Marketing at the Market Level -- 8. Lateral Marketing at the Product Level -- 9. Lateral Marketing at the Marketing Mix Level -- 10. Implementing Lateral Marketing -- App. Quick Reminder of the Lateral Marketing Framework |
| Summary |
"Marketers Philip Kotler and Fernando Trias de Bes present a new system for developing breakthrough opportunities - lateral marketing. Lateral marketing complements traditional marketing by providing an alternative route to generating fresh new ideas. Whereas vertical marketing helps us find increasingly smaller subgroups for which a product might be developed, lateral marketing lets marketers develop an entirely new product that finds a much wider audience. Instead of offering just another diaper for newborns in a cutthroat market, for example, Pull Up diapers are designed for an older child." "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. By removing the limitations of traditional marketing as a mechanism for developing new ideas, Kotler and Trias de Bes show marketers how to beat the high odds of product failure and achieve breakthrough success."--Book jacket |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
|
| Author |
Trías de Bes, Fernando, 1967-
|
| LC no. |
2004296836 |
| ISBN |
0471455164 |
|
