Kotler's Marketing Thinking Process

This is a basic marketing book. Recommended for those just starting out in marketing. What is the ideal form of marketing in an age when needs have been satisfied too many times? Kotler, an authority on marketing, has teamed up with an up-and-coming consultant to teach "lateral marketing," a completely new marketing method based on lateral thinking. This is the first book to incorporate the "shift in thinking" mechanism into a theory.