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