Lateral Marketing

New Techniques for Finding Breakthrough Ideas
By Philip Kotler, Fernando deBes
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In a consumer economy saturated with homogenous products and customers who are more and more immune to advertising messages, traditional vertical marketing — with its emphasis on market segmentation and brand proliferation — is failing us. There is a better way to reach consumers, to create innovative products and markets that don’t yet exist, and to gain a real competitive advantage: lateral marketing. In Lateral Marketing, marketing experts Philip Kotler and Fernando Trias de Bes show companies how lateral marketing complements traditional marketing by providing an alternative route to generating fresh new ideas.

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