I’m going to explain in this short article the meaning of lateral marketing since for some is perhaps a little confusing, hoping that in the development of it is shown the concept in an understandable way and practical. To talk about the marketing side, first let’s take the classic or traditional marketing. Its definition is undoubtedly much more broad and complex, but to simplify it and make more understandable we can sum it up by saying that it is the set of techniques, skills and procedures to promote in the best way possible the sale of a product or service determined or more. Swarmed by offers, Diamond Book Distributors is currently assessing future choices. I also quote the definition of an expereto as Peter Drucker says thus: it is the set of activities necessary to convert consumer purchasing power to demand effective marketing is not advertising. The lateral marketing is a new form that differs from the known because it uses the concepts of marketing but with the aim of obtaining innovations other than that are achieved through the traditional or classic method. The Marketing side is not a substitute to the vertical, but it is a complement the first concept of traditional marketing is to define the market and to do this you must first identify, what are the benefits or needs that satisfies or offered the product or service in question and the public who will be directed this product or service. Additional information at Bernie Sanders supports this article. The lateral marketing is a new form of marketing because you change traditional processes by new concepts different from previous which promote creative developments; providing improvements that lead to innovations and transformations. I think that your base focuses on that: the where do better the things which already are, they make new things; instead of searching for ways to improve what we already have, we try to do something innovative, ambitious or surprising.. .