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Lateral Marketing: New Techniques for Finding Breakthrough Ideas | 
 enlarge | Authors: Philip Kotler, Fernando Trias De Bes
Publisher: Wiley
Category: Book
List Price: $30.00
Buy New: $16.00
You Save: $14.00 (47%)
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Rating:  8 reviews
Sales Rank: 449066
Media: Hardcover
Pages: 206
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 6.1 x 0.9
ISBN: 0471455164
Dewey Decimal Number: 658.8
UPC: 723812597253
EAN: 9780471455165
ASIN: 0471455164
Publication Date: September 8, 2003
Availability: Usually ships in 1-2 business days
Condition: Brand New
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Product Description
Praise for LATERAL MARKETING "Philip Kotler, the `eminence grise' of modern marketing, teams up with Fernando Trias de Bes for a new look at marketing innovation in these challenging times. Part marketing manual, part brainstorming guide, the book lays out the ingredients in a new recipe for marketing innovation."
-Tom Kelley, General Manager, IDEO, and author of The Art of Innovation "Lateral Marketing may become the breakthrough marketing concept of the twenty-first century. Managers who apply it will expand their thinking and their profits."
-Thomas D. Kuczmarski, President, Kuczmarski & Associates "New products and services will be a critical competency for the next decade; this book shows you the way. A compelling and systematic look at the early stage of the innovation process, it is a must-read for any company that values innovation. Lateral Marketing demystifies the fuzzy front- end of the innovation process."
-Gary Lynn, Professor, Stevens Institute of Technology and author of Blockbusters "Everyone says we need really new products, but Kotler actually gives the reader effective and practical concepts and tools to create them based on thinking across rather than within markets."
-Glen L. Urban, Professor, Sloan School, MIT and author of Design and Marketing of New Products "Lateral Marketing explains and illustrates the power of marketing creativity and outlines ways of enhancing it. A must-read for anyone concerned with profitable growth."
-Yoram (Jerry) Wind, Academic Director, Wharton Fellows Program
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| Customer Reviews: Read 3 more reviews...
Great Info but Very Stilted Writing December 8, 2008
bronx book nerd (Bronx, NY USA)
This book is a good instructional manual for how to be creative in marketing. The book explains clearly the differences between traditional vertical marketing and lateral marketing, which is based largely on creativity guru Edward de Bono's concept of lateral thinking. The authors make a very clear case as to why lateral markting is essential, primarily because modifying existing products will not generate the kind of profit required to grow significantly, instead entirely new products or new uses for existing products need to be created. Kotler and Tres de Bas teach clearly the techniques for applying lateral marketing.
The main problem with the book is with how it is written, using a very stilted style that suffers from the very infrequent use of the active voice. Oddly, this is the way De Bono's books are written, and the reader gets the impression that the authors were imitating De Bono or that De Bono had a major hand in editing. If there is a future edition, the writing could use a helpful dose of e-prime analysis, where uses of forms of "to be" are minimized.
 Marketers Beware July 21, 2007
Kishore Dharmarajan (Dubai, UAE)
0 out of 1 found this review helpful
If you work in Marketing and haven't read this book, you could be in trouble.
Kishore Dharmarajan
Author of Eightstorm: 8-Step Brainstorming for Innovative Managers
Easy reading, useful concepts January 9, 2007
M. Maller (Milwaukee, WI USA)
Easy reading. The book delivers exactly what it promises: good techniques to develop creative ideas. I was expecting a little bit more of a case study, but the examples helped me understand the concepts and see how they worked. Some information on how the new ideas made it through the company, from the marketing department to the final product, would be a fine addition.
 Just another above average book of marketing October 3, 2005
ServantofGod
1 out of 1 found this review helpful
Although I do appreciate the effort of the authors to offer a structured and systematic means "for finding breakthrough ideas" by incorporating de Bono's lateral thinking concept into the marketing management arena, I can hardly agree that they are "new techniques" at all. This can be a good textbook for undergrads, but far from satisfying veteran marketers who fought hard daily on the front line for new means to satisfy the ever increasingly demanding customers, or readers who had finished more than five marketing books, probably with over half of them by Kotler himself.
Instead of buying this book, I strongly suggest you to read the review by Donald Mitchell who had written a very good summary of it. Perhaps you can simply read de Bono's Lateral Thinking, a move that will give you higher returns on both time and book cost.
Very useful framework to stir creativity in marketers September 17, 2004
Manny Hernandez (Bay Area, CA)
2 out of 2 found this review helpful
Marketing guru Philip Kotler borrowed Edward De Bono's Lateral Thinking framework for this book, and focused it with laser accuracy on the problem presented by the need to extend a market, a product or some other component of the marketing mix. By applying a very simple set of steps, Kotler accomplishes the goal, opening outstanding avenues consisting of fantastic ideas that normally don't pop up, unless they are induced, as is the case thanks to the Lateral Marketing framework.
The only downside I found to the book was that it could have accomplished the same goal in much less space. A lot gets repeated, so by the time you're 2/3 into the book, you start to rehash some previous concepts. Otherwise, it's a pearl for anyone new or foreign to marketing, to help develop the ability of "thinking outside the box" to come up with some fantastic ideas for new brands and products.
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