Theoretical and methodological concept of lean-continuous marketing systems using the example of lateral marketing

Abstract

One of the promising areas of development in modern marketing theory is the creation of continuous marketing systems, which involve the integration of various marketing concepts, management tools, innovative technologies and business processes within a single value creation management system. Convergence in marketing manifests itself in the combination of strategic, tactical and operational levels of marketing management, the integration of traditional and digital channels of interaction with consumers, as well as in the formation of new forms of cooperation between enterprises, partners and consumers within network and platform ecosystems.

Lateral marketing takes on particular significance in this context, as it focuses on identifying new ideas, developing innovative market offerings and creating new markets through unconventional combinations of products, technologies and areas of application. Unlike the vertical approach, lateral marketing aims to generate new areas of consumption, transform existing products and shape fundamentally new consumer values. This is precisely why it can be regarded as one of the key mechanisms for forming convergent marketing systems, as it facilitates the integration of different fields of knowledge, technologies and market approaches.

Thus, the relevance of this research topic stems from the need to deepen the theoretical and methodological foundations for the development of marketing systems in the modern economic environment, as well as the need to develop a scientifically grounded concept of continuous marketing systems, based on the use of lateral marketing tools as a mechanism for shaping innovative market solutions. The results of this research will contribute to the development of modern marketing theory and the formation of new approaches to managing enterprises’ marketing activities in the context of the digital transformation of the economy.

The research problem lies in the insufficient theoretical and methodological underpinning of the processes involved in the formation of convergent marketing systems within the contemporary economic environment, as well as in the absence of a comprehensive academic framework that explains the mechanisms by which lateral marketing integrates with modern marketing and management models.

The research hypothesis posits that the application of lateral marketing principles within the framework of convergent marketing systems contributes to the development of innovative market solutions, the creation of new market segments and the enhancement of enterprises’ competitiveness, as it ensures the integration of various marketing tools, management practices and technological capabilities within a single value creation management system.

The implementation of this approach enables the development of a new model of marketing management, in which marketing acts not merely as a functional activity of the enterprise, but as a systemic integrator of innovative, technological and market processes that ensure the development of enterprises in today’s digital economic environment.