Lateral Marketing

Lateral Marketing

The distinguished Father of Marketing, best-selling author Philip Kotler, introduces a new system for finding breakthrough opportunities. It is clear that marketing needs to expand beyond the existing framework for generating new product ideas. Successful recent product launches show that Kotler's proposed lateral marketing mindset leads to overall success. Kotler explains how this new thinking is the only way to remain solvent in the face of hypercompetition and product homogeneity.

A revolutionary new system for generating the next big marketing ideas and opportunities
According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70

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Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.

Inhaltsangabe

From the contents:
Introduction - 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
Appendix: Quick Reminder of the Lateral Marketing Framework - Index