A revolutionary new system for generating the next big marketingideas and opportunities According to Philip Kotler, the widely acknowledged "father" ofmodern marketing, and Fernando Trias de Bes the marketingtechniques pioneered in the 1960s and '70s have worked too well.Fierce competition among products with little or nothing todistinguish one from another, along with modern product positioningand targeted marketing techniques, have led to increasing marketsegmentation. If the trend continues, individual market segmentssoon will be too small to be profitable. In Lateral Marketing,Kotler and Trias de Bes unveil a revolutionary new model to helpreaders expand beyond vertical segmentation and generate freshmarketing ideas and opportunities. Philip Kotler (Chicago, IL) is the S. C. Johnson & SonDistinguished Professor of International Marketing at NorthwesternUniversity's Kellogg School of Management. Fernando Trias de Bes(Barcelona, Spain) is the founder of Salvetti & Llombart whoseclients include Pepsico, Sony, Hewlett-Packard, Nestlé, CreditSuisse, and other top corporations.