Lateral Marketing: New Techniques For Finding Breakthrough Ideas

The distinguished father of marketing and bestselling marketing author Philip Kotler pairs with international consultant Fernando Trias de Bes to introduce a new system for finding breakthrough opportunities - lateral marketing. It is clear that marketing needs to expand beyond the existing framework - for generating new product ideas.

Successful recent product launches show that the lateral marketing method leads to overall success. Kotler sees this new thinking as the only way to remain solvent in the face of hyper competition and product homogeneity.