Lateral Marketing

New Techniques for Finding Breakthrough Ideas

Philip Kotler, Fernando Trias de Bes

206 pages, parution le 09/10/2003

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Résumé

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.

Introduction
The Evolution of Markets and the Dynamics of Competition
Strengths and Weaknesses of Traditional Marketing Thinking
Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations
Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation
The Need for Lateral Marketing to Complement Vertical Marketing
Defining the Lateral Marketing Process
Lateral Marketing at the Market Level
Lateral Marketing at the Product Level
Lateral Marketing at the Marketing Mix Level
Implementing Lateral Marketing
Appendix: Quick Reminder of the Lateral Marketing Framework
Index

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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L'auteur - Fernando Trias de Bes

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.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Philip Kotler, Fernando Trias de Bes
Parution	09/10/2003
Nb. de pages	206
Format	16 x 23,5
Couverture	Relié
Poids	450g
Intérieur	Noir et Blanc
EAN13	9780471455165