by Philip Kotler, Fernando Trias de Bes · Wiley · tapa dura · ISBN 0723812597253
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«Lateral Marketing: New Techniques for Finding Breakthrough Ideas» is the marketing essay by Philip Kotler and Fernando Trías de Bes, in hardcover.
The book starts from the contrast between vertical marketing, aimed at already segmented markets, and lateral marketing, an approach that seeks breakthrough ideas and opening up to new markets. It offers techniques for detecting non-obvious opportunities and developing products and services that escape conventional approaches.
Wiley published the work in 2003; the first edition has 224 pages and the text is in English.
Intended for marketing professionals and business executives who want to boost creativity and find new growth paths.
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."
