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This title in other editions

Marketing Imagination: New, Expanded Edition

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Marketing Imagination: New, Expanded Edition Cover

 

Synopses & Reviews

Publisher Comments:

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.

About the Author

Theodore Levitt is Editor of the Harvard Business Review and Edward W. Carter Professor of Business Administration at the Harvard Business School. One of the most widely read and respected figures in marketing, he is a four-time winner of the annual McKinsey Award for the best article in the Harvard Business Review.

Table of Contents

Preface to the New, Expanded Edition Preface to the Original Edition

1. Marketing and the Corporate Purpose

2. The Globalization of Markets

3. The Industrialization of Service

4. Differentiation — of Anything

5. Marketing Intangible Products and Product Intangibles

6. Relationship Management

7. The Marketing Imagination

8. Marketing Myopia

9. Exploit the Product Life Cycle

10. Innovative Imitation

11. Marketing and Its Discontents

Index

Product Details

ISBN:
9780029190906
Author:
Levitt, Theodore
Publisher:
Free Press
Author:
Levitt, I. M.
Location:
New York :
Subject:
Marketing - General
Subject:
Marketing
Subject:
Management
Subject:
Forecasting
Subject:
Management - General
Subject:
Business;Marketing
Edition Number:
New, expanded ed.
Edition Description:
B102
Series Volume:
no. 37
Publication Date:
19860431
Binding:
TRADE PAPER
Grade Level:
General/trade
Language:
English
Illustrations:
Yes
Pages:
238
Dimensions:
9.25 x 6.12 in 14.35 oz
Age Level:
Management

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Related Subjects


Business » General
Business » Human Resource Management
Business » Management
Business » Marketing
Business » Writing
Health and Self-Help » Health and Medicine » Medical Specialties

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