Research Catalog
Lateral marketing : new techniques for finding breakthrough ideas / Philip Kotler.
- Title
- Lateral marketing : new techniques for finding breakthrough ideas / Philip Kotler.
- Author
- Kotler, Philip.
Items in the Library & Off-site
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Use in library | HF5415.153 .K675 2003g | Off-site |
Details
- Additional Authors
- Kotler, Philip.
- Description
- xvi, 206 p. : ill.; 24 cm.
- Summary
- "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."--BOOK JACKET.
- Subject
- Marketing > Management
- ISBN
- 0471455164
- Owning Institutions
- Columbia University Libraries