The distinguished Father of Marketing, bestselling marketing author Philip Kotler pairs with another international superstar consultant to introduce a new system for finding breakthrough opportunities — lateral marketing. It is clear that marketing needs to expand beyond the existing framework — vertical segmentation and positioning — for generating new product ideas. Successful recent product launches show that the lateral marketing mindset leads to overall success. Kotler sees this new thinking as the only way to remain solvent in the face of hypercompetition and product homogeneity.
Book Details:
- Author: Philip Kotler
- ISBN: 9780470256305
- Year Published: 2003
- Pages: 224
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
The distinguished Father of Marketing, bestselling marketing author Philip Kotler pairs with another international superstar consultant to introduce a new system for finding breakthrough opportunities — lateral marketing. It is clear that marketing needs to expand beyond the existing framework — vertical segmentation and positioning — for generating new product ideas. Successful recent product launches show that the lateral marketing mindset leads to overall success. Kotler sees this new thinking as the only way to remain solvent in the face of hypercompetition and product homogeneity.
This is the latest marketing wisdom from the man universally acknowledged as the leading authority in the field.
THE FATHER OF MARKETING STRIKES AGAIN: 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. A NEW CONCEPT: 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. WHETHER OR HOW TO INNOVATE IS A HOT TOPIC: 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 populationeventually, these segments will be too small to be profitable. The field is hungry for fresh thought and effective methodology, and no one is more often consulted for this kind of wisdom than Philip Kotler. THROUGH THE ROOF FOREIGN SALES: Kotler is equally revered abroad as well as in the U.S. His first book with Wiley, Marketing from A to Z, is being translated into Czech, Dutch, French, and Portuguese, German and Spanish. We have gotten over $200,000 in translation rights for this book. Too, Kotler’s Marketing Management is the most frequently used marketing book in graduate schools worldwide, and he has received honorary doctorate degrees from Stockholm University, the University of Zurich, Athens University of Economics and Business, Groupe H.E.C. in Paris, Budapest University of Economic Science and Public Administration, and the Catholic University of Santo Domingo, among others. WILL KEYNOTE THE NEXT WILEY MARKETING SYMPOSIUM/TOP SPEAKING SCHEDULE: Our first Marketing Symposium at the 92nd Street Y was a great success, with a distinguished panel of Wiley authors. Philip Kotler has agreed to keynote our next event, as well as continue his own international speaking tours.
About the Author
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.