The marketing imagination

Front Cover
Free Press, 1986 - Business & Economics - 238 pages
Prof. Ted Levitt, Editor of the Harvard Business Review, is renowned as a marketing expert. In this volume he has expanded his original 1983 publication, 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. This provocative and challenging book is a must-read for everyone in business. Levitt's literate, thoughtful treatment takes the reader from the broadest theoretical concepts to specific how-to pointers.

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Contents

Marketing and the Corporate Purpose
1
The Globalization of Markets
20
The Industrialization of Service
50
Copyright

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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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