Marketing lateral. The pleasure of rereading Kotler (con more)

Those who went through the pioneer and classic book “Marketing Manual” of Philippe Kotler We can not pass up the chance to reread Kotler, this time from the hand of Fernando Trias de Bes in his “Lateral Marketing” (2004). I read it when it launched ago 3 or 4 years old , but it is a treasure worth having on hand.

Why Lateral Marketing?

Now there are products to suit all needs and the needs of customers are more than satisfied: are hipersatisfechas.
Today, only one of each 10 sales promotions will get a higher rate of response 5%, while a few years ago this was the minimum that could be expected with any promotion.
A normal citizen of a large urban area is exposed daily to an average of 2.000 advertising or communications stimuli, of which only a few can remember at the end of the day, hopefully!
The success rate of new products has dropped dramatically over the past decade: only 20% survives a year in consumer goods.
In 1975, US were recorded approximately 31.000 new patents, Meanwhile in 2000 that figure rose 300%. In countries like England or Germany, growth was more than one 600% in the same period.
There is growing industries in reduced growth rates, what it is called "mature phase". In that case, no choice but to be able to create radical innovations.

About me
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About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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