"Horizontal Marketing" Author: [US] Philip Kotler / Fernando de Paz Publisher: CITIC Press

"Horizontal Marketing" explains the framework and theory of horizontal marketing relative to vertical marketing. It introduces lateral thinking as another platform for discovering new marketing ideas, aiming to obtain ideas that consumers cannot ask or suggest to marketing researchers. These ideas will help companies to be invincible in the market where products are becoming more homogeneous and hyper-competitive.

"Horizontal Marketing" mentioned:

What innovation process led to supermarkets opening in gas stations?

What was the innovation process that led to the debut of frozen pizza that replaced takeout pizza service?

What creative process led to toys emerging from chocolate candies?

What innovative process enabled working women to carry yogurt in bags to the office?

"Horizontal Marketing" provides the basic theoretical framework of horizontal marketing methods, helping readers to gradually eradicate the various constraints and imprisonments of innovative thinking caused by traditional marketing concepts, and points out the way for a large number of marketers on how to avoid the high risk of failure of product strategies and achieve breakthrough success. This breakthrough innovative thinking method is a winning weapon to help us compete for customers in the saturated and over-competitive market.

Philip Kotler is a distinguished professor of international marketing at the Kellogg School of Management at Northwestern University. He is known as the father of "modern marketing". He has written 25 books, including "Marketing Inspiration from A to Z". He has served as a consultant to many large companies and institutions such as IBM, Bank of America, General Electric, and AT&T. Kotler created a complete marketing theory and trained generations of entrepreneurs in large American companies. Kotler has made great contributions to the growth of super-large multinational companies in the United States.

Fernando de Bes is the founder and partner of Salvetti & Llombart, a company that provides consulting and market research services to multinational clients such as PepsiCo, Sony, HP, McKinsey, Nestle, Canon, etc. Fernando is also a consultant in marketing innovation. He is an associate professor of marketing at ESADE Business School in Barcelona.