206 pages Praise for LATERAL MARKETING
"Philip Kotler, the ‘éminence 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