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The Marketing Imagination : New, Ex panded Edition - Theodore Levitt

The Marketing Imagination

New, Ex panded Edition

Paperback Published: 21st April 1986
ISBN: 9780029190906
Number Of Pages: 238

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Since its publication in 1983, "The Marketing Imagination" has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt -- renowned as the Harvard Business School's "guru of marketing" -- has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of "The Marketing Imagination" shows Levitt at his best -- sharp, knowledgeable, erudite, and, yes, as imaginative as ever.

Industry Reviews

Atlanta Constitution and Journal Marketers will eventually have to learn the lessons of The Marketing Imagination or risk a career change. Industry Week Ted Levitt's literate, thoughtful treatment takes the reader from the broadest theoretical concepts to specific how-to pointers. Tom Brown Honeywell, Inc. A book for everyone in business. It is provocative and challenging. Newsday Ted Levitt is the best marketing mentor around...The Marketing Imagination is guaranteed to provoke controversy. It's a crackling text...every argument it stirs will be worthwhile. The Wall Street Journal MBAs everywhere encounter Ted Levitt's name on their required-reading lists, and it is likely to remain there long after experts on Japanese management, one-minute management and high-output management finally drop from the bestseller lists. The Marketing Imagination is a much-needed reminder of the ideals to which managers should bind their ambitions. Philip Kotler Northwestern University Ted Levitt's name is synonymous with marketing. His writings consistently offer rich insights served up in a souffle of good style. In The Marketing Imagination, Levitt takes the reader through some important new concourses in the marketing world that he has explored deeply during this decade.

Preface to the New, Expanded Editionp. xi
Preface to the Original Editionp. xxi
Marketing and the Corporate Purposep. 1
The Globalization of Marketsp. 20
The Industrialization of Servicep. 50
Differentiation--of Anythingp. 72
Marketing Intangible Products and Product Intangiblesp. 95
Relationship Managementp. 111
The Marketing Imaginationp. 127
Marketing Myopiap. 141
Exploit the Product Life Cyclep. 173
Innovative Imitationp. 200
Marketing and Its Discontentsp. 215
Indexp. 229
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780029190906
ISBN-10: 0029190908
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 238
Published: 21st April 1986
Publisher: Simon & Schuster
Country of Publication: US
Dimensions (cm): 22.7 x 15.0  x 1.8
Weight (kg): 0.3