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Lateral Marketing: New Techniques for Finding Breakthrough Ideas by Philip Kotler,

Today’ s marketers face a difficult challenge: how to innovate in a hypercompetitive, super-segmented marketplace. In a consumer economy saturated with homogeneous products promotional products and inhabited by customers who are more promotional products and more immune to advertising messages, traditional vertical marketing– with its fundamentals of market segmentation promotional products and brand proliferation– is beginning to fail us. Now, renowned marketers Philip Kotler promotional products and Fernando Trias de Bes present a new system for developing breakthrough opportunities– lateral marketing. Lateral marketing complements traditional marketing by providing an alternative route to generating fresh new ideas. Whereas vertical marketing helps us find increasingly smaller subgroups for which a product might be developed, lateral marketing lets marketers develop an entirely new product that finds a much wider audience. Instead of offering just another diaper for newborns in a cutthroat market, for example, Pull Up diapers are designed for an older child. Kotler promotional products and Trias de Bes show numerous examples of how lateral marketing leads to products that succeed even in the face of hypercompetition promotional products and product homogeneity. These innovations include new products like Honey Nut Cheerios Milk ’ n Cereal bars, a quick alternative to actual cereal with milk, or Gillette’ s Venus, a razor with a wider head made just for women’ s curves. Lateral marketing also includes using old products in a new way, such as promoting Bayer aspirin as a heart attack preventative. The new marketing concepts that led to these products are the direct result of a different creative process than the endless vertical segmentation of yesterday. This book definesa framework promotional products and theory for lateral marketing promotional products and the development of breakthrough ideas that will succeed in a consumer market already over-saturated.
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Canadian Promotional Item - ... ROM 8x Windows Media Player 9 DirectX 8. Canadian Association of Promotional Marketing Agencies - The Canadian Association of Promotional Marketing Agencies (CAPMA) is a collection of promotional agencies that joined forces "to accelerate the growth of the industry". Promotional item - A promotional item is merchandise given away free of charge to the public in an effort to promote a business or increase interest in, or sales of, a product. These items are also referred to by the slang terms swag and tchotchke. Wearables - Wearables are a type of item in the Promotional Products category. Wearables are an article of clothing given away as a promotional tool, usually featuring the name and/or logo ...

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