Lateral Marketing
Use lateral thinking to generate ideas for breakthrough innovations.
Author(s): Philip Kotler, Fernando Trias de Bes
Publisher: Jossey-Bass
Date of publication: 2003
Manageris opinion
The traditional product development approach rarely generates radical innovation. Many products that have revolutionized their respective markets are actually the result of pure chance or a spark of genius, rather than of a methodical analytical process. ""Lateral Marketing"" recommends being more creative with the innovation process. The authors suggest a specific method to do this - lateral thinking.