Lateral Marketing: New Techniques for Finding Breakthrough Ideas (Business)

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9780471455165: Lateral Marketing: New Techniques for Finding Breakthrough Ideas (Business)
Review:

"...He is challenging the conventions; coaching marketers to broaden our horizons; delivering a new set of solutions; thinking the unthinkable..." (Interactive Marketing, Vol 5, No 4, April/June 2004)

From the Publisher:

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, Nestle, Credit Suisse, and other top corporations.

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Kotler, Philip; De Bes, Fernando Trias
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción Paperback. Estado de conservación: New. Softcover Book, Condition: New. 1st Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. , Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Nº de ref. de la librería 418808

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Kotler, Philip; De Bes, Fernando Trias
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción Paperback. Estado de conservación: New. New Softcover International Edition, Printed in Black and White, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Nº de ref. de la librería 18091

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Kotler, Philip; De Bes, Fernando Trias
Editorial: John Wiley and#38; Sons (2003)
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción John Wiley and#38; Sons, 2003. HRD. Estado de conservación: New. New Book.Shipped from US within 10 to 14 business days.THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. de la librería IP-9780471455165

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Kotler, Philip; De Bes, Fernando Trias
Editorial: Wiley (2003)
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción Wiley, 2003. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Introduction.1.The Evolution of Markets and the Dynamics of Competition.1.1 In Consumer Packaged Goods, Distribution Concentration Has Increased Greatly.1.2 The Number of Competitors Has Been Reduced, but the Number of Brands Has Strongly Increased.1.3 Product Life Cycles Have Been Dramatically Shortened.1.4 It Is Cheaper to Replace than to Repair.1.5 Digital Technology Has Provoked a Revolution in Many Markets.1.6 The Number of Trademarks and Patents Is Increasing.1.7 The Number of Varieties of a Given Product Has Increased Radically.1.8 Markets Are Hyperfragmented.1.9 Advertising Saturation Is Reaching Its Highest Levels, and the Fragmentation of Media Is Complicating the Launch of New Products.1.10 The Capacity of Obtaining Space in the Mind of the Consumer Has Been Reduced.Conclusion: Markets Are Much More Competitive.Summary.2.Strengths and Weaknesses of Traditional Marketing Thinking.2.1 Needs Identification as the Starting Point.2.2 Mark et Definition.2.2.1 Selecting a Market.2.2.2 Adoption of a Market Category and Subcategory by Marketers.2.2.3 Adopting a Market as Something Fixed Leads to Segmentation.2.3 Segmentation and Positioning as Competitive Strategies.2.3.1 Segmentation.2.3.2 Positioning as a Strategy for Generating Competitive Advantages.2.4 The Development of the Marketing Mix: The Only Thing That Is Seen.Summary.3.Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations.3.1 Innovations Based on Modulation.3.2 Innovations Based on Sizing.3.3 Packaging-Based Innovations.3.4 Design-Based Innovations.3.5 Innovations Based on Complements Development.3.6 Innovations Based on Effort Reduction.Summary.4.Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation.4.1 The Case of Cereal Bars.4.2 The Case of Kinder Surprise.4.3 The Case of 7-Eleven Japan.4.4 The Case of Actimel, from Dannon.4.5 The Case of Food Stores inside Gas Stations.4.6 The Case of the Cyber Caf? Concept.4.7 The Case of "Be the Godfather of a Kid".4.8 The Case of "Big Brother" TV Contest.4.9 The Case of Huggies Pull-Ups.4.10 The Case of Barbie.4.11 The Case of Walkman.Summary.5.The Need for Lateral Marketing to Complement Vertical Marketing.5.1 Basis of Vertical versus Lateral Marketing.5.2 How Lateral Marketing Works versus Vertical Marketing.5.3 Effects That Lateral Marketing Provokes in the Markets versus Vertical Marketing.5.4 Source of Volume.5.5 Situations Where Each Type of Marketing Is More Appropriate.5.6 Responsibility of Creating in the Markets.Summary.6.Defining the Lateral Marketing Process.6.1 Lateral Marketing Definition.6.1.1 Objectives of Lateral Marketing.6.2 Logic of Creativity.6.3 Similarities between Humor and Creative Thinking.6.4 Importance of Understanding the Logic of Creativity.6.5 The Three Steps of Lateral Marketing.6.5.1 Choosing a Product or Service.6.5.2 Step 1: Choosing a Focus in the Marketing Process.6.5.3 Step 2: Generating a Marketing Gap.6.5.4 Step 3: Making Connections.6.6 Final Outputs of the Lateral Marketing Process.6.7 Examples from Chapter 4 under the Lateral Marketing Framework.7.Lateral Marketing at the Market Level.7.1 Change of Dimension as the Most Practical Technique.7.2 Dimensions to Be Changed: Concept and Examples.7.2.1 Changing the Need: Trying to Cover Another Utility.7.2.2 Changing the Target: A Person, Persons, or a Group.7.2.3 Changing the Time: Choosing New Moments.7.2.4 Changing the Place: Move Your Product into a New Setting.7. Nº de ref. de la librería ABE_book_new_0471455164

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Kotler, Philip; De Bes, Fernando Trias
Editorial: Wiley (2003)
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción Wiley, 2003. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0471455164

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Kotler, Philip; De Bes, Fernando Trias
Editorial: John Wiley & Sons (2016)
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción John Wiley & Sons, 2016. Paperback. Estado de conservación: New. PRINT ON DEMAND Book; New; Publication Year 2016; Not Signed; Fast Shipping from the UK. No. book. Nº de ref. de la librería ria9780471455165_lsuk

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Kotler, Philip; De Bes, Fernando Trias
Editorial: John Wiley and Sons Ltd, United States (2003)
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción John Wiley and Sons Ltd, United States, 2003. Hardback. Estado de conservación: New. 1. Auflage. 259 x 165 mm. Language: English . Brand New Book ***** Print on Demand *****.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, Nestle, Credit Suisse, and other top corporations. Nº de ref. de la librería APC9780471455165

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Kotler, Philip; De Bes, Fernando Trias
Editorial: John Wiley and Sons Ltd, United States (2003)
ISBN 10: 0471455164 ISBN 13: 9780471455165
Nuevos Tapa dura Primera edición Cantidad: 10
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Descripción John Wiley and Sons Ltd, United States, 2003. Hardback. Estado de conservación: New. 1. Auflage. 259 x 165 mm. Language: English . Brand New Book ***** Print on Demand *****. 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, Nestle, Credit Suisse, and other top corporations. Nº de ref. de la librería APC9780471455165

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Kotler, Philip; De Bes, Fernando Trias
Editorial: John Wiley and#38; Sons (2003)
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción John Wiley and#38; Sons, 2003. HRD. Estado de conservación: New. New Book. Delivered from our US warehouse in 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND.Established seller since 2000. Nº de ref. de la librería IP-9780471455165

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Kotler, Philip; De Bes, Fernando Trias
Editorial: Wiley
ISBN 10: 0471455164 ISBN 13: 9780471455165
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Descripción Wiley. Hardcover. Estado de conservación: New. Hardcover. 206 pages. Dimensions: 10.2in. x 6.5in. x 1.0in.A revolutionary new system for generating the next big marketing ideas and opportunitiesAccording 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 and Son Distinguished Professor of International Marketing at Northwestern Universitys Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti and Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestl, Credit Suisse, and other top corporations. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Hardcover. Nº de ref. de la librería 9780471455165

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