Document Type
Article
Abstract
With the marketing theory developing, the new marketing concept of Lateral marketing emerged. Lateral marketing involves bringing an unrelated idea to the exiting offering and seeing if the combination manages to create a new category, It is to create a new category or market with the possibility of the process. Based on the modern marketing theory, modern competitive theory and production innovation theory,this paper offerd a basic mode of lateral marketing and a new idea and method for the study on marketing of Chinese enterprises. The paper carried on key research to assess the value and the process of lateral, and analysed the significance of the Lateral marketing theory.It summed up the methods on the lateral marketing theory. The paper discusses the value and significance of the lateral marketing,and discussed the process of the implementation in the lateral marketing. Based on the case，it analysed the case in term of studying in lateral marketing,and got the general methods on practice which fit on chinese enterprises.
Recommended Citation
YANG, Nan, "The Evaluation and Process of the Lateral Marketing" (2010). ICEB 2010 Proceedings (Shanghai, China). 58.
https://aisel.aisnet.org/iceb2010/58