LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY
The concept of lateral marketing as the system of nonconventional methods of advance of goods and services allowing to fight successfully against the competition is considered. The structure of lateral marketing consisting of four steps is given: focus choice, level choice, generation of a marketing...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Publishing House of the State University of Management
2016-04-01
|
| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/161 |
| _version_ | 1797244275233128448 |
|---|---|
| author | N. Zemlyanskaya N. Kazakova |
| author_facet | N. Zemlyanskaya N. Kazakova |
| author_sort | N. Zemlyanskaya |
| collection | DOAJ |
| description | The concept of lateral marketing as the system of nonconventional methods of advance of goods and services allowing to fight successfully against the competition is considered. The structure of lateral marketing consisting of four steps is given: focus choice, level choice, generation of a marketing gap and establishment of communication or elimination of a gap. New application of a product or creation of new market category can become the end result of lateral marketing. |
| first_indexed | 2024-03-08T04:26:15Z |
| format | Article |
| id | doaj.art-76eb186df6804483a0e28a956668f960 |
| institution | Directory Open Access Journal |
| issn | 1816-4277 2686-8415 |
| language | English |
| last_indexed | 2024-04-24T19:08:25Z |
| publishDate | 2016-04-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj.art-76eb186df6804483a0e28a956668f9602024-03-26T14:22:45ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152016-04-01045860161LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORYN. Zemlyanskaya0N. Kazakova12ФГБОУ ВО «Московский авиационный институт (национальный исследовательский университет)»ФГБОУ ВО «Московский авиационный институт (национальный исследовательский университет)»ФГБОУ ВО «Московский авиационный институт (национальный исследовательский университет)»The concept of lateral marketing as the system of nonconventional methods of advance of goods and services allowing to fight successfully against the competition is considered. The structure of lateral marketing consisting of four steps is given: focus choice, level choice, generation of a marketing gap and establishment of communication or elimination of a gap. New application of a product or creation of new market category can become the end result of lateral marketing.https://vestnik.guu.ru/jour/article/view/161латеральный маркетингструктура латерального маркетингарезультат латерального маркетинга |
| spellingShingle | N. Zemlyanskaya N. Kazakova LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY Вестник университета латеральный маркетинг структура латерального маркетинга результат латерального маркетинга |
| title | LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_full | LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_fullStr | LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_full_unstemmed | LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_short | LATERAL MARKETING AS INSTRUMENT OF CREATION OF NEW COMMODITY CATEGORY |
| title_sort | lateral marketing as instrument of creation of new commodity category |
| topic | латеральный маркетинг структура латерального маркетинга результат латерального маркетинга |
| url | https://vestnik.guu.ru/jour/article/view/161 |
| work_keys_str_mv | AT nzemlyanskaya lateralmarketingasinstrumentofcreationofnewcommoditycategory AT nkazakova lateralmarketingasinstrumentofcreationofnewcommoditycategory |