Lateral Marketing: New Techniques for Finding Breakthrough Ideas

ISBN: 978-0-471-45516-5

Hardcover

224 pages

September 2003

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Government Price:	US $21.93
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Kotler is widely considered one of the architects of modern marketing. He was the first recipient of the American Marketing Association's Distinguished Marketing Educator Award in 1985; and it is largely due to his presence that Business Week calls Kellogg the "Best Business School" for teaching and marketing. The awards and honors he has accrued in his forty-year career are staggering. Here he pairs with an international consultant and academic.
Kotler introduces a new paradigm for the creation of big marketing ideas: lateral marketing. Not intended to replace existing structures of segmentation, targeting and positioning, lateral marketing will instead expand the vision of marketing beyond the sequential and logic process in which it is based, with an infusion of creative thought.
Today, only one in 30 new products succeeds, as opposed to one in 20 only ten years ago. Fierce competition and product homogeneity have caused companies to segment to smaller and smaller percentages of the population-eventually, these segments will be too small to be profitable. The academic world is hungry for fresh thought and effective methodology, and no one is more often consulted for this kind of wisdom than Philip Kotler.