new techniques for finding breakthrough ideas Kotler, Philip Primary Author Trias de Bes, Fernando Additional Author mixed material bibliography New Jersey John Wiley & Sons 2003 id Indonesia

Printed Material

xvi, 206 p. : index ; 24 cm. Marketers Philip Kotler and Fernando Trias de Bes present a new system for developing breakthrough opportunities - lateral marketing. Lateral marketing complements traditional marketing by providing an alternative route to generating fresh new ideas. Whereas vertical marketing helps us find increasingly smaller subgroups for which a product might be developed, lateral marketing lets marketers develop an entirely new product that finds a much wider audience. Instead of offering just another diaper for newborns in a cutthroat market, for example, Pull Up diapers are designed for an older child. This book defines a framework and theory for lateral marketing and the development of breakthrough ideas that will succeed in a consumer market already over-saturated. By removing the limitations of traditional marketing as a mechanism for developing new ideas, Kotler and Trias de Bes show marketers how to beat the high odds of product failure and achieve breakthrough success. TABLE OF CONTENTS Introduction 1 The Evolution of Markets and the Dynamics of Competition 2 Strengths and Weaknesses of Traditional Marketing Thinking 3 Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations 4 Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation 5 The Need for Lateral Marketing to Complement Vertical Marketing 6 Defining the Lateral Marketing Process 7 Lateral Marketing at the Market Level 8 Lateral Marketing at the Product Level 9 Lateral Marketing at the Marketing Mix Level 10 Implementing Lateral Marketing App Quick Reminder of the Lateral Marketing Framework Index BA 79 0471455164 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA 79 Kot 32069 Short Loan (Short Loan) BA 79 Kot 30037 2004-11-10 00:00:00 2022-10-12 09:06:23 machine generated