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Introduction | |
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The Evolution of Markets and the Dynamics of Competition | |
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In Consumer Packaged Goods, Distribution Concentration Has Increased Greatly | |
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The Number of Competitors Has Been Reduced, but the Number of Brands Has Strongly Increased | |
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Product Life Cycles Have Been Dramatically Shortened | |
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It Is Cheaper to Replace than to Repair | |
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Digital Technology Has Provoked a Revolution in Many Markets | |
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The Number of Trademarks and Patents Is Increasing | |
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The Number of Varieties of a Given Product Has Increased Radically | |
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Markets Are Hyperfragmented | |
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Advertising Saturation Is Reaching Its Highest Levels, and the Fragmentation of Media Is Complicating the Launch of New Products | |
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The Capacity of Obtaining Space in the Mind of the Consumer Has Been Reduced | |
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Conclusion: Markets Are Much More Competitive | |
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Summary | |
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Strengths and Weaknesses of Traditional Marketing Thinking | |
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Needs Identification as the Starting Point | |
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Market Definition | |
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Selecting a Market | |
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Adoption of a Market Category and Subcategory by Marketers | |
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Adopting a Market as Something Fixed Leads to Segmentation | |
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Segmentation and Positioning as Competitive Strategies | |
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Segmentation | |
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Positioning as a Strategy for Generating Competitive Advantages | |
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The Development of the Marketing Mix: The Only Thing That Is Seen | |
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Summary | |
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Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations | |
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Innovations Based on Modulation | |
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Innovations Based on Sizing | |
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Packaging-Based Innovations | |
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Design-Based Innovations | |
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Innovations Based on Complements Development | |
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Innovations Based on Effort Reduction | |
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Summary | |
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Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation | |
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The Case of Cereal Bars | |
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The Case of Kinder Surprise | |
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The Case of 7-Eleven Japan | |
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The Case of Actimel, from Dannon | |
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The Case of Food Stores inside Gas Stations | |
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The Case of the Cyber Cafe Concept | |
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The Case of "Be the Godfather of a Kid" | |
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The Case of "Big Brother" TV Contest | |
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The Case of Huggies Pull-Ups | |
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The Case of Barbie | |
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The Case of Walkman | |
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Summary | |
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The Need for Lateral Marketing to Complement Vertical Marketing | |
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Basis of Vertical versus Lateral Marketing | |
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How Lateral Marketing Works versus Vertical Marketing | |
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Effects That Lateral Marketing Provokes in the Markets versus Vertical Marketing | |
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Source of Volume | |
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Situations Where Each Type of Marketing Is More Appropriate | |
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Responsibility of Creating in the Markets | |
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Summary | |
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Defining the Lateral Marketing Process | |
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Lateral Marketing Definition | |
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Objectives of Lateral Marketing | |
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Logic of Creativity | |
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Similarities between Humor and Creative Thinking | |
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Importance of Understanding the Logic of Creativity | |
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The Three Steps of Lateral Marketing | |
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Choosing a Product or Service | |
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Step 1: Choosing a Focus in the Marketing Process | |
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Step 2: Generating a Marketing Gap | |
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Step 3: Making Connections | |
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Final Outputs of the Lateral Marketing Process | |
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Examples from Chapter 4 under the Lateral Marketing Framework | |
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Lateral Marketing at the Market Level | |
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Change of Dimension as the Most Practical Technique | |
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Dimensions to Be Changed: Concept and Examples | |
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Changing the Need: Trying to Cover Another Utility | |
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Changing the Target: A Person, Persons, or a Group | |
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Changing the Time: Choosing New Moments | |
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Changing the Place: Move Your Product into a New Setting | |
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Changing the Occasion: Link Your Product to an Event | |
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Changing the Activity: Place Products into Experiences | |
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Connecting the Product with the New Dimension | |
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Connections Made without Altering the Product | |
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Connections Made by Altering the Product | |
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A Complete Case: Proposing a New Business Concept | |
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Ancillary Techniques for Displacing the Market Level | |
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Combining the Dimension "Place" | |
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Reordering the Dimension "Time" | |
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Exaggerating the Dimension "Place" | |
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Inverting the Dimension "Need" | |
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Inverting the Dimension "Target" | |
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Eliminating the Dimension "Time" | |
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Lateral Marketing at the Product Level | |
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Philosophy behind Applying Lateral Marketing at the Product Level | |
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Dissection of the Product | |
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Selecting the Entry Doors | |
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Selecting Natural Anchors as Entry Points | |
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Selecting Other Elements as Entry Points | |
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Applying Lateral Displacements: Concept and Examples | |
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Substitution | |
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Combination | |
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Inversion | |
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Elimination | |
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Exaggeration | |
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Reordering | |
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Connecting a Possible Market with the New Product | |
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Finding a Possible Setting | |
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Extracting the Positive Things | |
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Imagining the Purchase Process | |
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The Product May Need to Be Adjusted | |
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A Complete Case: The Double-Decker Car | |
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Lateral Marketing at the Marketing Mix Level | |
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Effects of Lateral Marketing at the Mix Level | |
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Lateral Marketing for Diversifying Our Marketing Mix: "Taking the Mix of Other Products" | |
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Pricing | |
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Distribution | |
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Communication | |
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Lateral Marketing for Finding New Marketing Mix Formulas: The Rest of the Lateral Displacements | |
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Combination | |
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Inversion | |
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Elimination | |
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Exaggeration | |
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Reordering | |
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The Product May Need to Be Adjusted | |
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A Complete Case: Steel Shops | |
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Implementing Lateral Marketing | |
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The Three Systems of an Innovative Company: The Gary Hamel Model | |
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An Idea Market | |
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A Capital Market | |
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A Talent Market | |
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Next Step: Managing the Whole Process | |
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Quick Reminder of the Lateral Marketing Framework | |
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Index | |