The marketing imagination / Theodore Levitt.

Format:

Book

Author/Creator:

Levitt, Theodore, 1925-2006.

Language:

English

Subjects (All):

Marketing.

Physical Description:

xxv, 238 pages : illustrations ; 25 cm

Edition:

New, expanded edition.

Place of Publication:

New York : Free Press ; London : Collier Macmillan, [1986]

Summary:

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.

Contents:

1. Marketing and the Corporate Purpose 1

2. The Globalization of Markets 20

3. The Industrialization of Service 50

4. Differentiation

of Anything 72

5. Marketing Intangible Products and Product Intangibles 95

6. Relationship Management 111

7. The Marketing Imagination 127

8. Marketing Myopia 141

9. Exploit the Product Life Cycle 173

10. Innovative Imitation 200

11. Marketing and Its Discontents 215.

Notes:

Includes bibliographical references and index.

ISBN:

0029191807

0029190908

OCLC:

13420503