Book Summary 1 - Lateral Marketing
por Mohammed Al-Shami
1. Vertical Marketing
1.1. Helps us find increasingly smaller subgroups for which a product might be developed.
2. Lateral Marketing Process - Page 5
2.1. Select a focus
2.2. Make a lateral displacement for generating a stimulus.
2.3. Make a connection
3. Lateral Marketing Ideas - Page 6
3.1. Substitute it
3.2. Invert it
3.3. Combine it
3.4. Exaggerate it
3.5. Eliminate it
3.6. Recorder it
4. What Is Lateral Marketing?
4.1. Lateral M: Complements traditional marketing by providing an alternative route to generating fresh new products.
4.2. Why Marketing today is more difficult ?
4.2.1. Distribution of goods is now in the hands of agent corporations and multi-national.
4.2.2. There are more brands but fewer producers.
4.2.3. Product life cycle have been dramatically short.
4.2.4. It's cheaper to replace than repair.
4.2.5. Digital Tech has lead to a new range of products
4.2.6. Trademark and patent registration are increasing.
4.2.7. Number of varieties of products has increased
4.2.8. Markets are hyper-fragmented.
4.2.9. Advertising saturation is increasing
4.2.10. Claiming consumer mind space is harder.
4.3. What is the objective of Lateral Marketing ?
4.3.1. The new priority must be to find ways to create and launch more successful products