The evolution of markets and the dynamics of competition -- Strengths and weaknesses of traditional marketing thinking -- Innovations originated from inside a given market: The most common way of creating innovations -- Innovations originated outside of a given markets: An alternative way to create innovation -- The need for lateral marketing to complement vertical marketing -- Defining the lateral marketing process -- Lateral marketing at the market level -- Lateral marketing at the product level -- Lateral marketing at the marketing mix level -- Implementing lateral marketing

1. Marketing -- Management