Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Synopsis

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, Nestl¿, Credit Suisse, and other top corporations.

Excerpt

Nowadays, a strikingly high percentage of new products are doomed to fail. Only 20 years ago, the proportion of failures to successes was much lower. Why is it so difficult to succeed with a new launch these days?

Let's examine the breadth of what's available today and what it means.

Take the cereal category, which features dozens of different subcategories and varieties, each addressed to a very specific target market: those who watch their weight, who need fiber for their digestion, who prefer cereal with fruit, who prefer cereal with chocolate, who prefer special-shaped cereals, and so on. Can there be any type of cereal not already found in the many current offerings?

In milk-based products, more than 50 varieties of . . .

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