Marketingul lateral o nouă paradigmă a marketingului modern

Abstract

Lateral marketing is a new dimension of modern marketing concept approach. It appears as an alternative to exploit the opportunities, offers an alternative for generating entirely new product ideas for high demand (well-defined) target audience. Lateral marketing expresses a process that prioritizes creativity and innovation as marketing tools, being a valuable alternative for company development activities. Lateral marketing gets a great theoretical and practical value with the potential methodological depletion of traditional marketing. In a saturated markets it is difficult or sometimes impossible to find "niches" that provides opportunities for company development. An alternative is to create new markets by creating new needs.