Marketing Imagination: New, Expanded Edition

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Simon and Schuster, Apr 21, 1986 - Business & Economics - 238 pages
2 Reviews
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.
 

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Contents

Marketing and the Corporate Purpose
1
The Globalization of Markets
20
The Industrialization of Service
50
Differentiationof Anything
72
Marketing Intangible Products and Product Intangibles
95
Relationship Management
111
The Marketing Imagination
127
Marketing Myopia
141
Exploit the Product Life Cycle
173
Innovative Imitation
200
Marketing and Its Discontents
215
Index
229
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La sociedad global
Octavio Ianni
Limited preview - 1998
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About the author (1986)

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.

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