Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Front Cover
John Wiley & Sons, Sep 8, 2003 - Business & Economics - 224 pages
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 '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities.
Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestlé, Credit Suisse, and other top corporations.
 

Selected pages

Contents

Markets Are Much More Competitive
13
The Need for Lateral Marketing to Complement
87
Defining the Lateral Marketing Process
95
Lateral Marketing at the Market Level
135
Lateral Marketing at the Product Level
155
Lateral Marketing at the Marketing Mix Level
175
Implementing Lateral Marketing
189
Quick Reminder of the Lateral
201
55
203
Copyright

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Lateral Marketing
Philip Kotler
No preview available - 2003

Common terms and phrases

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About the author (2003)

PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Considered the father of modern marketing, he is the author of twenty-five books, including Marketing Insights from A to Z, also available from Wiley. He has worked as a consultant to corporations such as IBM, Bank of America, General Electric, and AT&T.

FERNANDO TRIAS DE BES is founder and Partner of Salvetti & Llombart, a firm specializing in consulting and market research with an international scope and clients such as PepsiCo, Sony, Hewlett-Packard, McKinsey & Co., Nestlé, and Dannon. He is also a consultant on innovation in marketing. He is an Associate Professor of the Marketing Department at ESADE Business School in Barcelona.

Bibliographic information

QR code for Lateral Marketing
TitleLateral Marketing: New Techniques for Finding Breakthrough Ideas
AuthorsPhilip Kotler, Fernando Trias De Bes
Editionillustrated
PublisherJohn Wiley & Sons, 2003
ISBN0471455164, 9780471455165
Length224 pages
Subjects ›  › 

Business & Economics / Advertising & Promotion
Business & Economics / Sales & Selling / General
  
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