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Lateral marketing: new techniques for..

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Today’s marketers face a difficult challenge: how to innovate in a hypercompetitive, super-segmented marketplace. In a consumer economy saturated with homogeneous products and inhabited by customers who are more and more immune to advertising messages, traditional vertical marketing–with its fundamentals of market segmentation and brand proliferation–is beginning to fail us.

Now, renowned 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.

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Availability

160202140

658.8 KOT l

Z. HANDIMAN

Available

Detail Information

Series Title

-

Call Number

658.8 KOT l

Publisher

New Jersey : John Wiley & Sons., 2003

Collation

xvi,206p.; 24 cm

Language

English

ISBN/ISSN

0-471-45516-4

Classification

658.8

Content Type

-

Media Type

-

Carrier Type

-

Edition

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Subject(s)

MARKETING

Specific Detail Info

v

Statement of Responsibility

-

Other version/related

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