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Produktbild: Lateral Marketing

Lateral Marketing New Techniques for Finding Breakthrough Ideas

39,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

08.09.2003

Abbildungen

w. figs.

Verlag

John Wiley & Sons

Seitenzahl

224

Maße (L/B/H)

24/16,1/1,7 cm

Gewicht

513 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-0-471-45516-5

Beschreibung

Rezension

"...He is challenging the conventions; coaching marketers to broaden our horizons; delivering a new set of solutions; thinking the unthinkable..." ( Interactive Marketing , Vol 5, No 4, April/June 2004)

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

08.09.2003

Abbildungen

w. figs.

Verlag

John Wiley & Sons

Seitenzahl

224

Maße (L/B/H)

24/16,1/1,7 cm

Gewicht

513 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-0-471-45516-5

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Lateral Marketing
  • Introduction.
     
    1.The Evolution of Markets and the Dynamics of Competition.
     
    1.1 In Consumer Packaged Goods, Distribution Concentration Has Increased Greatly.
     
    1.2 The Number of Competitors Has Been Reduced, but the Number of Brands Has Strongly Increased.
     
    1.3 Product Life Cycles Have Been Dramatically Shortened.
     
    1.4 It Is Cheaper to Replace than to Repair.
     
    1.5 Digital Technology Has Provoked a Revolution in Many Markets.
     
    1.6 The Number of Trademarks and Patents Is Increasing.
     
    1.7 The Number of Varieties of a Given Product Has Increased Radically.
     
    1.8 Markets Are Hyperfragmented.
     
    1.9 Advertising Saturation Is Reaching Its Highest Levels, and the Fragmentation of Media Is Complicating the Launch of New Products.
     
    1.10 The Capacity of Obtaining Space in the Mind of the Consumer Has Been Reduced.
     
    Conclusion: Markets Are Much More Competitive.
     
    Summary.
     
    2.Strengths and Weaknesses of Traditional Marketing Thinking.
     
    2.1 Needs Identification as the Starting Point.
     
    2.2 Mark et Definition.
     
    2.3 Segmentation and Positioning as Competitive Strategies.
     
    2.4 The Development of the Marketing Mix: The Only Thing That Is Seen.
     
    Summary.
     
    3.Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations.
     
    3.1 Innovations Based on Modulation.
     
    3.2 Innovations Based on Sizing.
     
    3.3 Packaging-Based Innovations.
     
    3.4 Design-Based Innovations.
     
    3.5 Innovations Based on Complements Development.
     
    3.6 Innovations Based on Effort Reduction.
     
    Summary.
     
    4.Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation.
     
    4.1 The Case of Cereal Bars.
     
    4.2 The Case of Kinder Surprise.
     
    4.3 The Case of 7-Eleven Japan.
     
    4.4 The Case of Actimel, from Dannon.
     
    4.5 The Case of Food Stores inside Gas Stations.
     
    4.6 The Case of the Cyber Café Concept.
     
    4.7 The Case of "Be the Godfather of a Kid".
     
    4.8 The Case of "Big Brother" TV Contest.
     
    4.9 The Case of Huggies Pull-Ups.
     
    4.10 The Case of Barbie.
     
    4.11 The Case of Walkman.
     
    Summary.
     
    5.The Need for Lateral Marketing to Complement Vertical Marketing.
     
    5.1 Basis of Vertical versus Lateral Marketing.
     
    5.2 How Lateral Marketing Works versus Vertical Marketing.
     
    5.3 Effects That Lateral Marketing Provokes in the Markets versus Vertical Marketing.
     
    5.4 Source of Volume.
     
    5.5 Situations Where Each Type of Marketing Is More Appropriate.
     
    5.6 Responsibility of Creating in the Markets.
     
    Summary.
     
    6.Defining the Lateral Marketing Process.
     
    6.1 Lateral Marketing Definition.
     
    6.2 Logic of Creativity.
     
    6.3 Similarities between Humor and Creative Thinking.
     
    6.4 Importance of Understanding the Logic of Creativity.
     
    6.5 The Three Steps of Lateral Marketing.
     
    6.6 Final Outputs of the Lateral Marketing Process.
     
    6.7 Examples from Chapter 4 under the Lateral Marketing Framework.
     
    7. Lateral Marketing at the Market Level.
     
    7.1 Change of Dimension as the Most Practical Technique.
     
    7.2 Dimensions to Be Changed: Concept and Examples.
     
    7.3 Connecting the Product with the New Dimension.
     
    7.4 A Complete Case: Proposing a New Business Concept.
     
    7.5 Ancillary Techniques for Displacing the Market Level.
     
    8. Lateral Marketing at the Product Level.
     
    8.1 Philosophy behind Applying Lateral Marketing at the Product Level.
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