A revolutionary new system for generating the next big marketing ideas and opportunities According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities. Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestlé, Credit Suisse, and other top corporations.

Lateral preferences are strange, puzzling, and on the surface, not particularly adaptive aspects of behavior. Why one chooses habitually to write or to brush the teeth with the right hand, while a friend or family member habitually uses the left hand, might be interesting enough to elicit some conversation over dinner or a drink, but certainly does not seem to warrant serious scientific study. Yet when one looks at human behaviors more carefully, one becomes aware that asymmet rical behaviors favoring one side or the other are actually a fairly universal characteristic of human beings. In the same way that we are right or left handed, we are also right or left footed, eyed, and eared. As a species, we are quite lopsided in our behavioral coordinations; furthermore, the vast majority of us are right sided. Considering that we are looking at a sizable number of behaviors, and at a set of biases that seem to be systematic and show a predictable skew in the popUlation, the problem takes on greater significance. The most obvious form of lateral preference is, of course, handedness. When studying behavioral asymmetries, this is the issue with which most investigators start. Actually, we entered this research area through a much different route. Around 1971 we became interested in the problem of eye dominance or eye preference. This is a behavior where the input to one eye seems to be preferred over that to the other in certain binocular viewing situations.

The architecture of the human language faculty has been one of the main foci of the linguistic research of the last half century. This branch of linguistics, broadly known as Generative Grammar, is concerned with the formulation of explanatory formal accounts of linguistic phenomena with the ulterior goal of gaining insight into the properties of the 'language organ'. The series comprises high quality monographs and collected volumes that address such issues. The topics in this series range from phonology to semantics, from syntax to information structure, from mathematical linguistics to studies of the lexicon.

A groundbreaking handbook--the "method" companion to its critically acclaimed predecessor, The Flavor Thesaurus--with a foreword by Yotam Ottolenghi. Niki Segnit used to follow recipes to the letter, even when she'd made a dish a dozen times. But as she tested the combinations that informed The Flavor Thesaurus, she detected the basic rubrics that underpinned most recipes. Lateral Cooking offers these formulas, which, once readers are familiar with them, will prove infinitely adaptable. The book is divided into twelve chapters, each covering a basic culinary category, such as "Bread," "Stock, Soup & Stew," or "Sauce." The recipes in each chapter are arranged on a continuum, passing from one to another with just a tweak or two to the method or ingredients. Once you've got the hang of flatbreads, for instance, then its neighboring dishes (crackers, soda bread, scones) will involve the easiest and most intuitive adjustments. The result is greater creativity in the kitchen: Lateral Cooking encourages improvisation, resourcefulness, and, ultimately, the knowledge and confidence to cook by heart. Lateral Cooking is a practical book, but, like The Flavor Thesaurus, it's also a highly enjoyable read, drawing widely on culinary science, history, ideas from professional kitchens, observations by renowned food writers, and Segnit's personal recollections. Entertaining, opinionated, and inspirational, with a handsome three-color design, Lateral Cooking will have you torn between donning your apron and settling back in a comfortable chair.

The summary of Lateral Thinking – Creativity Step by Step presented here include a short review of the book at the start followed by quick overview of main points and a list of important take-aways at the end of the summary. The Summary of The book "Lateral Thinking," published in 1970, delves into the fundamental distinctions that exist between vertical and lateral thinking. It provides strategies on how to improve your capacity for creative thinking and, in the process, bring about significant changes and innovations. It teaches lessons that teachers can use to help young students develop a talent for lateral thinking, and it does so by providing lessons that teachers can use. Lateral Thinking summary includes the key points and important takeaways from the book Lateral Thinking by Edward de Bono. Disclaimer: 1. This summary is meant to preview and not to substitute the original book. 2. We recommend, for in-depth study purchase the excellent original book. 3. In this summary key points are rewritten and recreated and no part/text is directly taken or copied from original book. 4. If original author/publisher wants us to remove this summary, please contact us at [email protected].