by Philip Kotler, Fernando Trías de Bes · ALHAMBRA · tapa blanda · ISBN 9788420542805
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«Marketing Lateral» is the marketing manual by Philip Kotler and Fernando Trías de Bes, published by Alhambra in paperback (232 pages, in Spanish).
Faced with product and brand saturation, it proposes applying creativity to existing goods and services to detect unmet needs and open new markets. It analyzes cases such as Kinder Sorpresa, Actimel and Gran Hermano, combining theory with brainstorming exercises.
First edition published on September 1, 2004. Translation by Eva de Paz Urueña. Foreword by Carlos Losada.
Aimed at marketing professionals, managers and readers interested in creativity and business innovation.
Tapa blanda
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."
