Lateral Marketing

About the Authors

Philip Kotler is renowned as the father of modern marketing. He serves as a professor at Northwestern University's Kellogg School of Management, where he has profoundly influenced the marketing discipline with his extensive research and publications. His work has laid the foundation for contemporary marketing strategies, helping businesses navigate the complexities of the market.

Fernando Trias de Bes is an esteemed marketing consultant and founder of Salvettit & Llombart, an international marketing consultancy. His expertise lies in creating innovative marketing solutions that push the boundaries of traditional strategies. Together, Kotler and Trias de Bes bring a wealth of knowledge and experience, making 'Lateral Marketing' a significant contribution to the field.

Main Idea

In a world where consumer markets are saturated with homogeneous products and traditional advertising struggles to break through the noise, 'Lateral Marketing' introduces a revolutionary approach. This book advocates for lateral marketing, a method that complements traditional vertical marketing by offering an alternative path to innovation. While vertical marketing focuses on market segmentation and brand proliferation, lateral marketing encourages the creation of entirely new products and markets. This innovative approach aims to transform how companies think about their products, enabling them to gain a competitive edge by addressing new needs and reaching broader audiences.

Table of Contents

1. The Evolution of Markets and the Dynamics of Competition
2. Lateral Marketing as a Complement to Vertical Marketing
3. The Lateral Marketing Process
4. Lateral Marketing at the Market Level
5. Lateral Marketing at the Product Level
6. Lateral Marketing at the Marketing Mix Level
7. Implementing Lateral Marketing

The Evolution of Markets and the Dynamics of Competition

The late 20th century witnessed a period of prosperity for companies in developed nations, driven by population growth, increased life expectancy, and advanced marketing efforts. However, the 21st century presents a different landscape where a strikingly high percentage of new products fail. The market has become saturated with an overwhelming variety of products, making it difficult for new offerings to stand out.