Lateral Marketing: New Techniques for Finding Breakthrough Ideas

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9780471455165: Lateral Marketing: New Techniques for Finding Breakthrough Ideas

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.

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From the Inside Flap:

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.

Kotler and Trias de Bes show numerous examples of how lateral marketing leads to products that succeed even in the face of hypercompetition and product homogeneity. These innovations include new products like Honey Nut Cheerios Milk ’n Cereal bars, a quick alternative to actual cereal with milk, or Gillette’s Venus, a razor with a wider head made just for women’s curves. Lateral marketing also includes using old products in a new way, such as promoting Bayer aspirin as a heart attack preventative. The new marketing concepts that led to these products are the direct result of a different creative process than the endless vertical segmentation of yesterday.

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.

From the Back Cover:

Praise for LATERAL MARKETING

"Philip Kotler, the ‘éminence grise’ of modern marketing, teams up with Fernando Trias de Bes for a new look at marketing innovation in these challenging times. Part marketing manual, part brainstorming guide, the book lays out the ingredients in a new recipe for marketing innovation."
–Tom Kelley, General Manager, IDEO, and author of The Art of Innovation

"Lateral Marketing may become the breakthrough marketing concept of the twenty-first century. Managers who apply it will expand their thinking and their profits."
–Thomas D. Kuczmarski, President, Kuczmarski & Associates

"New products and services will be a critical competency for the next decade; this book shows you the way. A compelling and systematic look at the early stage of the innovation process, it is a must-read for any company that values innovation. Lateral Marketing demystifies the fuzzy front- end of the innovation process."
–Gary Lynn, Professor, Stevens Institute of Technology and author of Blockbusters

"Everyone says we need really new products, but Kotler actually gives the reader effective and practical concepts and tools to create them based on thinking across rather than within markets."
–Glen L. Urban, Professor, Sloan School, MIT and author of Design and Marketing of New Products

"Lateral Marketing explains and illustrates the power of marketing creativity and outlines ways of enhancing it. A must-read for anyone concerned with profitable growth."
–Yoram (Jerry) Wind, Academic Director, Wharton Fellows Program

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Descripción John Wiley and Sons Ltd, United States, 2003. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. 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 AAH9780471455165

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Descripción John Wiley and Sons Ltd, United States, 2003. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. 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 AAH9780471455165

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