Lateral marketing : new techniques for finding breakthrough ideas / Philip Kotler, Fernando Trias de Bes.
Material type: TextPublication details: Hoboken, N.J. : Wiley, c2003.Description: xvi, 206 p. : ill. ; 24 cmISBN:- 9780471455165 (hbk.) :
- 0471455164
- 658.8 KOT
- HF5415.13
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 201517 |
Includes index.
Includes bibliographical references and index.
Introduction; 1.The Evolution of Markets and the Dynamics of Competition; 1.1 In Consumer Packaged Goods, Distribution Concentration Has Increased Greatly; 1.2 The Number of Competitors Has Been Reduced, but the Number of Brands Has Strongly Increased; 1.3 Product Life Cycles Have Been Dramatically Shortened; 1.4 It Is Cheaper to Replace than to Repair; 1.5 Digital Technology Has Provoked a Revolution in Many Markets; 1.6 The Number of Trademarks and Patents Is Increasing; 1.7 The Number of Varieties of a Given Product Has Increased Radically; 1.8 Markets Are Hyperfragmented; 1.9 Advertising Saturation Is Reaching Its Highest Levels, and the Fragmentation of Media Is Complicating the Launch of New Products; 1.10 The Capacity of Obtaining Space in the Mind of the Consumer Has Been Reduced. Conclusion: Markets Are Much More Competitive. Summary; 2.Strengths and Weaknesses of Traditional Marketing Thinking; 2.1 Needs Identification as the Starting Point; 2.2 Mark et Definition; 2.2.1 Selecting a Market; 2.2.2 Adoption of a Market Category and Subcategory by Marketers; 2.2.3 Adopting a Market as Something Fixed Leads to Segmentation; 2.3 Segmentation and Positioning as Competitive Strategies; 2.3.1 Segmentation; 2.3.2 Positioning as a Strategy for Generating Competitive Advantages; 2.4 The Development of the Marketing Mix: The Only Thing That Is Seen. Summary; 3.Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations; 3.1 Innovations Based on Modulation; 3.2 Innovations Based on Sizing; 3.3 Packaging-Based Innovations; 3.4 Design-Based Innovations; 3.5 Innovations Based on Complements Development; 3.6 Innovations Based on Effort Reduction. Summary; 4.Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation; 4.1 The Case of Cereal Bars; 4.2 The Case of Kinder Surprise; 4.3 The Case of 7-Eleven Japan; 4.4 The Case of Actimel, from Dannon; 4.5 The Case of Food Stores inside Gas
Successful recent product launches show that Kotler's proposed lateral marketing mindset leads to overall success. Kotler explains how this new thinking is the only way to remain solvent in the face of hypercompetition and product homogeneity.