Myślenie lateralne w praktyce działań marketingowych na przykładzie branży alkoholowej
Lateral Thinking in the Practice of Marketing Activities on the Example of the Alcohol Industry

Summary/Abstract: The problem of lateral thinking, being an alternative form to the logic vertical thinking, has been analysed. The relationship between lateral marketing and the classical approach of vertical marketing have been analysed in the same way. In both cases, possible contradictions between different approaches have been contested in favour to demonstrate their complementary relationships. A methodology of application for lateral marketing as well as the sequential order of execution of individual actions have been presented. On the example of alcohol industry, there have been presented several examples of lateral marketing in practice. Presented case studies have a reference to to the market, product and to the other tools of the marketing mix as well. The results of performed analysis profoundly confirmed the necessity of different viewpoint at the problem situations, in particular those areas where traditional methods have become inadequate

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