Authors: Kotler, Philip Kotler
ISBN-13: 9780471455165, ISBN-10: 0471455164
Format: Hardcover
Publisher: Wiley, John & Sons, Incorporated
Date Published: August 2003
Edition: (Non-applicable)
PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management. Considered the father of modern marketing, he is the author of twenty-five books, including Marketing Insights from A to Z, also available from Wiley. He has worked as a consultant to corporations such as IBM, Bank of America, General Electric, and AT&T.
FERNANDO TRIAS de BES is founder and Partner of Salvetti & Llombart, a firm specializing in consulting and market research with an international scope and clients such as PepsiCo, Sony, Hewlett-Packard, McKinsey & Co., Nestlé, and Dannon. He is also a consultant on innovation in marketing. He is an Associate Professor of the Marketing Department at ESADE Business School in Barcelona.
Rather than perpetuating the vertical marketing practice of segmentation, two marketing specialists offer a framework for generating new products and services to meet marketing gaps. An example given by Kotler (Northwestern U.) and Trias de Bes (Barcelona) is of getting computer-less consumers to shop online. Annotation ©2004 Book News, Inc., Portland, OR
Introduction | ||
1 | The Evolution of Markets and the Dynamics of Competition | 1 |
2 | Strengths and Weaknesses of Traditional Marketing Thinking | 17 |
3 | Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations | 37 |
4 | Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation | 55 |
5 | The Need for Lateral Marketing to Complement Vertical Marketing | 73 |
6 | Defining the Lateral Marketing Process | 95 |
7 | Lateral Marketing at the Market Level | 135 |
8 | Lateral Marketing at the Product Level | 155 |
9 | Lateral Marketing at the Marketing Mix Level | 175 |
10 | Implementing Lateral Marketing | 189 |
App | Quick Reminder of the Lateral Marketing Framework | 201 |
Index | 203 |