Lateral marketing new techniques for finding breakthrough ideas
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| Format: | Books Print Book |
| Language: | English |
| Published: |
Hoboken, NJ :
Wiley,
2003.
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Table of Contents:
- The evolution of markets and the dynamics of competition
- Strengths and weaknesses of traditional marketing thinking
- Innovations originated from inside a given market: the most common way of creating innovations
- Innovations originated outside of a given market: an alternative way to create innovation
- The need for lateral marketing to complement vertical marketing
- Defining the lateral marketing process
- Lateral marketing at the market level
- Lateral marketing at the product level
- Lateral marketing at the marketing mix level
- Implementing lateral marketing.
