by Philip Kotler, Fernando Trias de Bes · Wiley · tapa dura · ISBN 9780471455165
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«Lateral Marketing» is the marketing essay by Philip Kotler and Fernando Trias de Bes, published by Wiley in hardcover (224 pages, in English).
The book argues that vertical marketing has saturated markets and left unprofitable niches. It proposes lateral marketing as a complementary system for innovating by combining products, needs and unexpected contexts, creating new categories with broader audiences. It includes the theoretical framework and real examples.
The full title is «Lateral Marketing: New Techniques for Finding Breakthrough Ideas». The first edition of this work was published in 2003.
Aimed at marketing professionals, managers and entrepreneurs interested in innovation within saturated markets.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
