home Business Kotler lateral marketing read online. Philip KotlerLateral marketing: technology for finding revolutionary ideas

Kotler lateral marketing read online. Philip KotlerLateral marketing: technology for finding revolutionary ideas

In the modern world, marketing plays an incredibly important role in absolutely all areas of life and activity. Competition in any market is very high, so every entrepreneur has to think about how to present their product so that there is demand for it. Nowadays you can't just come up with something, put it on the market and enjoy high sales. It is necessary to fight for the market, and this is not so easy. However, an interesting fact is that most people use vertical marketing, which operates within one market, one target audience. In this article we will talk about lateral marketing, which is the exact opposite of vertical. Naturally, we will also talk about the book of one of the most famous marketers in the world, Philip Kotler, who wrote in detail about exactly how a marketing specialist should act if he wants to competently promote a product. Lateral marketing is an excellent way to promote a product or service, which, however, requires high level creative thinking.

What it is?

The first thing people want to know is what lateral marketing is. If we take this term in general, it can be defined as a system of promotion methods that are aimed at effectively combating competition. Strictly speaking, the essence of this approach is thinking outside the box, looking at the problem from a completely different angle in order to understand exactly how to advertise a product or service in order to differ from competitors. The methods used in this type of marketing are, in most cases, not just unconventional, but even unique. That is why not every marketer is able to simply abandon vertical marketing and move to lateral. However, if you want to be ahead of everyone and succeed, you will have to get out of your comfort zone and try your best. Be sure that lateral marketing is something that is worth spending your time and energy on.

Origin of the concept

Marketing and advertising are fields that require creative thinking. However, it can also have very different levels, which is why there are different types marketing. If we talk about lateral marketing, then we should start directly with the term itself. What it is? How did this concept come about? As many people are well aware, lateral is a word that has roots in Latin. Latus in Latin means “side” - accordingly, lateral is lateral. But what is the connection with the type of marketing? The fact is that this type of marketing is based on a non-standard and creative approach. Accordingly, the sphere itself is much more creative, even in such a creative industry as marketing.

Classic approach

Of course, the definition of a concept is important, but it will not be enough to understand the full depth of this approach. Marketing and advertising are an integral part of the production of any product or provision of any service. Without them, simply no one will know about your activities. Accordingly, the essence of marketing is to promote goods and services to the market so that more people learn about them and, accordingly, more and more people want to purchase the product or service. Vertical marketing operates on the principle of segmentation - a specific market with a specific target audience, it is then segmented according to a suitable principle, and each segment has its own line of activity. This is a classic approach to marketing - and it is also quite limited, as it sets clear boundaries, limits on where activities can be carried out.

A New Look

Lateral marketing, in turn, suggests looking at the situation from a different angle: not limiting activities to a specific market divided into segments, but acting in different directions, using creative thinking. The goal of such marketing is to provide a product or service in a new context through an unusual sales method, original communication with the target audience, and identifying demand that cannot be taken into account when using a vertical approach.

Kotler's book

Philip Kotler is one of the most famous and successful marketers of our time. His highest achievement is the book "Fundamentals of Marketing", which advertising field considered to be the real Bible. However, this is far from the only book, which was written by this specialist - another work is more suitable for the topic of this article - “Lateral Marketing: Technology for Searching for Revolutionary Ideas.” It is in this book that this approach to advertising activities- what it is, and most importantly - what you need to use it. Moreover, the second topic is given even more attention - the book talks about creative thinking within marketing, unconventional approaches and creative views. If you want to become a great marketer, then this book is a must-read. Yes, Marketing Fundamentals is a marketer's bible, but times change quickly, so it's important to keep your finger on the pulse. And Kotler’s “Lateral Marketing” is one of the latest and most relevant books on this topic.

First block

Philip Kotler divided the book into three thematic blocks. Each of them will be described separately in the article. It is also immediately worth paying attention to the fact that this book was co-authored with another lesser-known marketer - Fernando Trias de Bes helped Kotler when writing, but in many cases he is not even mentioned as a co-author. So, the first block is a kind of introduction that talks about how the modern world and what impact this has on marketing. Based on these observations, the traditional vertical model appears to be ineffective in modern conditions. The author criticizes those marketers who propose to continue to use only vertical marketing, conduct and engage exclusively in positioning.

Second block

The second block introduces lateral marketing to the world - the book is literally filled with “cases”, that is practical examples various life situations. In this case, these situations relate to the field of marketing and cannot be solved using the traditional approach. However, the author demonstrates how easily they can be solved if you use an unconventional approach, which he himself calls lateral marketing. Kotler sees lateral marketing not as an independent movement, but as a complement to traditional vertical marketing - the new direction should eliminate all the shortcomings that the vertical approach has in its modern form.

Lateral marketing: technology for searching for revolutionary ideas Philip Kotler, Fernando de Bes

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Title: Lateral marketing: technology for searching for revolutionary ideas
Author: Philip Kotler, Fernando de Bes
Year: 2010
Genre: Foreign business literature, Marketing, PR, advertising

About the book “Lateral Marketing: Technology for Searching for Revolutionary Ideas” Philip Kotler, Fernando de Bes

Lateral marketing is a technique for finding non-standard market solutions. It allows you to develop new products, find new market niches and ultimately make a business breakthrough. In this book you will find detailed guide on introducing lateral marketing into your company's practice.

Without a doubt, lateral marketing is becoming a key market concept of the 21st century, and managers are pushing the boundaries of their thinking and significantly increasing profits.

On our website about books you can download the site for free without registration or read online book Philip Kotler, Fernando de Bes “Lateral Marketing: Technology for Searching for Revolutionary Ideas” in epub, fb2, txt, rtf, pdf formats for iPad, iPhone, Android and Kindle. The book will give you a lot of pleasant moments and real pleasure from reading. Buy full version you can from our partner. Also, here you will find the latest news from the literary world, learn the biography of your favorite authors. For beginning writers there is a separate section with useful tips and recommendations, interesting articles, thanks to which you yourself can try your hand at literary crafts.

Quotes from the book “Lateral Marketing: Technology for Searching for Revolutionary Ideas” by Philip Kotler, Fernando de Bes

“Stop attacking the entire market. Show yourself to be the best in a market subgroup, and in the future you can become a segment leader. It's better to be the head of a mouse than the tail of a lion."

Download for free the book “Lateral Marketing: Technology for Searching for Revolutionary Ideas” by Philip Kotler, Fernando de Bes

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Introduction

These days, the percentage of new products that are doomed to fail on the market has increased incredibly. Even 20 years ago the picture was more favorable. Why has it become so difficult for new products to make their way?

Let's try to consider the range of possibilities available today and draw conclusions.

For example, in the category of breakfast cereals there are dozens of subcategories and varieties aimed at different groups consumers. Special cereal flakes are produced for those who are watching their weight and for those who need fiber to improve digestion; for those who like the taste of fruit, chocolate, honey, and for those who are interested in the shape of the product (flakes, stars, rings, etc.). Could there possibly be a type of breakfast cereal that is not yet represented among this plethora of offerings?

In the dairy products category, more than fifty different yogurts compete with each other on store shelves. We will find here plain and vanilla yoghurts, with pureed fruit and with pieces of fruit, low-fat and completely fat-free, as well as mousses. Is further increase in diversity conceivable?

In any developed country there are several dozen television channels, although just ten years ago their number rarely exceeded three or four. Is there any room for growth in this market?

Out of ten sales promotions, only one leads to an increase in demand by more than 5%, whereas several years ago this was the minimum achieved by almost any promotion. Why?

Modern Marketing- far from the same as the marketing of the 1960s or 1970s. There are products on the market to satisfy almost every need. Demand is not just saturated - it is satiated.

In most developed markets, strategic marketing fundamentals (i.e. segmentation, targeting and positioning) are beginning to lose their effectiveness as competitive advantages, which could be developed into business expansion opportunities and new products.

Companies can further segment the market using ever finer differences, but the end result of this process is markets so small that they are unprofitable to serve. The need for a fundamentally new approach to creating meaningful market offers. We've reached a turning point where marketing needs a radical overhaul of its idea generation system.

IN Lately we could see the emergence of business concepts developed not through endless vertical segmentation - the methodology of yesterday, but through some other creative process.

How did the concept of a cereal bar that you can eat in the morning instead of breakfast cereal with milk come about?

What creative process led to the idea of setting up supermarkets at gas stations?

How did you come up with frozen pizza that could replace fresh pizza delivered to your home?

What line of thought led to the invention of a chocolate bar with a toy inside?

What system was used to generate the idea of yogurt that a working woman could put in her purse and eat in the office in the morning?

The most successful marketing ideas are based on a paradigm that does not boil down to simply defining your market and then endlessly segmenting it or repositioning the product. Real breakthroughs start in lateral thinking and based on it lateral marketing.

The purpose of this book is to define the basic concepts and formulate the theory of lateral marketing - an approach opposite vertical marketing. Edward de Bono, a world-renowned expert on creative thinking, recommends lateral thinking as an ideal way to generate new ideas. We believe that now, when classical marketing thinking no longer works as successfully as before, it is very important for companies to develop non-standard approaches to solving marketing problems.

We are not talking about abandoning classic marketing, not at all. Existing marketing theories still play a critical role. Our task is to offer a broader view of the possibilities of marketing thinking, allowing us not to be limited to a strictly consistent logical procedure on which modern marketing is based.

Adopting lateral thinking as an additional platform for discovering new marketing ideas will allow you to generate ideas entirely on your own, rather than in response to consumer wishes expressed directly by consumers or extracted by researchers from survey data. These new ideas will help the company better cope with the increasing uniformity of products and the problem of hyper-competition.

Philip Kotler, Fernando de Bes

Lateral marketing: technology for searching for revolutionary ideas

Edward de Bono

and to all creative geniuses.

Philip Kotler

To the three main women in my life:

my mother Toya,

to my wife Maria del Mar

and my daughter Blanca.

Fernando Trias de Bes

Editor M. Sukhanova

Project Manager M. Shalunova

Technical editor N. Lisitsyna

Corrector E. Aksenova

Computer layout M. Potashkin, Y. Yusupova

All rights reserved. No part of the electronic copy of this book may be reproduced in any form or by any means, including posting on the Internet or corporate networks, for private and public use without written permission copyright owner.

Introduction

Let's try to consider the range of possibilities available today and draw conclusions.

For example, in the breakfast cereal category there are dozens of subcategories and varieties addressed to different consumer groups. Special cereal flakes are produced for those who are watching their weight and for those who need fiber to improve digestion; for those who like the taste of fruit, chocolate, honey, and for those who are interested in the shape of the product (flakes, stars, rings, etc.). Could there possibly be a type of breakfast cereal that is not yet represented among this plethora of offerings?

In any developed country there are several dozen television channels, although just ten years ago their number rarely exceeded three or four. Is there any room for growth in this market?

Out of ten sales promotions, only one leads to an increase in demand by more than 5%, whereas several years ago this was the minimum achieved by almost any promotion. Why?

Marketing today is a far cry from the marketing of the 1960s or 1970s. There are products on the market to satisfy almost every need. Demand is not just saturated - it is satiated.

In most developed markets, strategic marketing fundamentals (i.e., segmentation, targeting, and positioning) are beginning to lose their effectiveness as mechanisms for generating competitive advantage that could be developed into business expansion opportunities and new products.

Companies can further segment the market using ever finer differences, but the end result of this process is markets so small that they are unprofitable to serve. The need for a fundamentally new approach to creating meaningful market offerings is becoming increasingly clear. We've reached a turning point where marketing needs a radical overhaul of its idea generation system.

Lately we have seen the emergence of business concepts that were developed not through endless vertical segmentation, the technique of yesterday, but through some other creative process.

How did the concept of a cereal bar that you can eat in the morning instead of breakfast cereal with milk come about?

What creative process led to the idea of setting up supermarkets at gas stations?

How did you come up with frozen pizza that could replace fresh pizza delivered to your home?

What line of thought led to the invention of a chocolate bar with a toy inside?

What system was used to generate the idea of yogurt that a working woman could put in her purse and eat in the office in the morning?

The most successful marketing ideas are based on a paradigm that does not boil down to simply defining your market and then endlessly segmenting it or repositioning the product. Real breakthroughs start in lateral thinking and based on it lateral marketing.

The purpose of this book is to define the basic concepts and formulate the theory of lateral marketing - the opposite approach to vertical marketing. Edward de Bono, a world-renowned expert on creative thinking, recommends lateral thinking as an ideal way to generate new ideas. We believe that now, when classical marketing thinking no longer works as successfully as before, it is very important for companies to develop non-standard approaches to solving marketing problems.

We are not talking about abandoning classic marketing, not at all. Existing marketing theories still play a critical role. Our task is to offer a broader view of the possibilities of marketing thinking, allowing us not to be limited to the strictly sequential logical procedure on which modern marketing is based.

Evolution of markets and development of competition

The last decades of the twentieth century. were successful for most companies developed countries. This was facilitated by political stability, steady demographic growth and an increase in life expectancy. The improvement of marketing mechanisms also played a significant role here. Marketing departments could spend large sums of money developing and introducing new products, educating and informing consumers to persuade them to trial, repurchase and build brand loyalty.

But at the beginning of the 21st century. success has become more difficult. Why? Below we will look at the main reasons for this.

1.1. Concentration in the distribution of consumer goods

In the 1950s In the USA and Europe, distribution of consumer goods was mainly carried out by small independent firms. Today, as a result of the emergence of innovative distributors such as Wal-Mart or Ikea, as well as mergers and acquisitions, this business is increasingly concentrated in the hands of giant corporations, many of them international. Hyper- and supermarket chains control more than 80% retail food products. Other significant market share food products owned by large franchise networks Catering– McDonald's, KFC, Subway, Domino's Pizza. A similar picture is observed in all industries.

Thus, power shifted from producers to distributors. The distributor manages the shelf space and decides which manufacturers to cooperate with and how much space to allocate to each of them. He charges distribution fees, commission fees, and actually imposes the terms of sale and promotions he wants on manufacturers.

Distributors are responding to change by focusing their business. Distribution channels are concentrated in the hands of a relatively small number of companies with enormous power.

1.2. Reducing the number of competitors while significantly increasing the number of brands

Many manufacturers could not withstand the onslaught of retail giants and either disappeared or were swallowed up by the “sharks” of their industry. Although there were significantly fewer manufacturing firms as a result, they continued to introduce new ones to the market trade marks, and in ever increasing quantities. Table 1.1 shows the growth in the number of registered brands in the three countries between 1975 and 2000.

Table 1.1. Registered brands in the US, UK and Germany from 1975 to 2000.

The increase in the number of brands is due to three factors:

1. The need to adapt products to the specific needs of certain segments (consumer groups) and even niches (small groups), resulting from segmentation strategies.

What creative process led to the idea of setting up supermarkets at gas stations?

How did you come up with frozen pizza that could replace fresh pizza delivered to your home?

What line of thought led to the invention of a chocolate bar with a toy inside?

What system was used to generate the idea of yogurt that a working woman could put in her purse and eat in the office in the morning?

The most successful marketing ideas are based on a paradigm that does not boil down to simply defining your market and then endlessly segmenting it or repositioning the product. Real breakthroughs start in lateral thinking and based on it lateral marketing.

We are not talking about abandoning classic marketing, not at all. Existing marketing theories still play a critical role. Our task is to offer a broader view of the possibilities of marketing thinking, allowing us not to be limited to the strictly sequential logical procedure on which modern marketing is based.

Evolution of markets and development of competition

The last decades of the twentieth century. were successful for most companies in developed countries. This was facilitated by political stability, steady demographic growth and an increase in life expectancy. The improvement of marketing mechanisms also played a significant role here. Marketing departments could spend large sums of money developing and introducing new products, educating and informing consumers to persuade them to trial, repurchase and build brand loyalty.

But at the beginning of the 21st century. success has become more difficult. Why? Below we will look at the main reasons for this.

1.1. Concentration in the distribution of consumer goods

In the 1950s In the USA and Europe, distribution of consumer goods was mainly carried out by small independent firms. Today, as a result of the emergence of innovative distributors such as Wal-Mart or Ikea, as well as mergers and acquisitions, this business is increasingly concentrated in the hands of giant corporations, many of them international. Hyper- and supermarket chains control more than 80% of food retail trade. Another significant share of the food market belongs to large franchise food chains - McDonald's, KFC, Subway, Domino's Pizza. A similar picture is observed in all industries.