Lateral Marketing New Techniques for Finding Breakthrough Ideas

by Kotler, Philip; Trias De Bes, Fernando

• ISBN13: 9780471455165
• ISBN10: 0471455164
• Edition: 1st
• Format: Hardcover
• Copyright: 2003-09-08
• Publisher: Wiley

Summary

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.

Author Biography

PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University&#146;s Kellogg School of Management. Considered the father of modern marketing, he is the author of twenty-five books, including Marketing Insights from A to Z, also available from Wiley. He has worked as a consultant to corporations such as IBM, Bank of America, General Electric, and AT&amp;T.<BR>

Table of Contents

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.