Philip Kotler and Fernando Trias de Bes Wiley (John Wiley & Sons 2003)
August 2003
Although all marketers will enjoy the wake-up call, Lateral Marketing gears itself primarily to strategic marketers in the driving seat of product development, target market strategy or marketing mix control. The roadmap includes a choice of paths: new product development, market reassessment, rebuilding the marketing mix. It helps answer such questions as: which nonpotential customers could be reached, what else could a product be used for, which other needs could be satisfied.
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