Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Philip Kotler and Fernando Trias de Bes, 2003

Overview

This book presents a revolutionary system for generating innovative marketing ideas and opportunities. Recognizing that traditional marketing techniques from the mid-20th century have led to intense competition and market segmentation, the authors propose a new model. This approach aims to help businesses move beyond narrow market segments to discover fresh avenues for growth. It addresses the challenge of products lacking distinct differentiation in crowded markets.

Who it's for

• Marketing professionals seeking new strategies.
• Business leaders looking for innovative growth opportunities.
• Students of marketing and business strategy.

Key features

• Language: English
• Format: Hardback
• Pages: 206
• Publisher: Wiley
• Year: 2003
• ISBN: 9780471455165