RETRACTED: The Evaluation and Process of the Lateral Marketing (Retracted Article)

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 offered 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 analyzed 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 analyzed the case in term of studying in lateral marketing, and got the general methods on practice which fit on Chinese enterprises. (C) 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the Organizers of 2011 International Conference on Energy and Environmental Science.