Recommended book: Marketing Imagination: New, Expanded Edition (Paperback or Softback)

Marketing Imagination: New, Expanded Edition (Paperback or Softback)

Marketing Imagination: New, Expanded Edition (Paperback or Softback)

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Item specifics


Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See the seller’s
Publication Year: 1986


Language: English


Format: Paperback
Media: Paperback or Softback

Marketing Imagination: New, Expanded Edition (Paperback or Softback)

Product Details

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.

Product Identifiers
ISBN-10 0029190908
ISBN-13 9780029190906
eBay Product ID (ePID) 18095

Key Details
Author I. M. Levitt, Theodore Levitt
Number Of Pages 238 pages
Edition Description Enlarged
Format Paperback
Publication Date 1986-04-21
Language English
Publisher Free Press
Publication Year 1986

Additional Details
Copyright Date 1986
Illustrated Yes

Weight 10.8 Oz
Height 0.9 In.
Width 6.1 In.
Length 9.2 In.

Target Audience
Group Trade

Classification Method
LCCN 86-000576
LC Classification Number HF5415.L482 1986
Dewey Decimal 658.8
Dewey Edition 19

Table Of Content
Preface to the New, Expanded Edition Preface to the Original Edition1. Marketing and the Corporate Purpose2. The Globalization of Markets3. The Industrialization of Service4. Differentiation — of Anything5. Marketing Intangible Products and Product Intangibles6. Relationship Management7. The Marketing Imagination8. Marketing Myopia9. Exploit the Product Life Cycle10. Innovative Imitation11. Marketing and Its Discontents Index

Atlanta Constitution and JournalMarketers will eventually have to learn the lessons ofThe Marketing Imaginationor 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. 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. Philip KotlerNorthwestern UniversityTed Levitt’s name is synonymous with marketing. His writings consistently offer rich insights served up in a souffle of good style. InThe Marketing Imagination,Levitt takes the reader through some important new concourses in the marketing world that he has explored deeply during this decade. 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. Tom BrownHoneywell, Inc.A book for everyone in business. It is provocative and challenging.

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