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
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.
Philip Kotler Northwestern University Ted Levitt's name is
synonymous with marketing. His writings consistently offer rich
insights served up in a souffle of good style. In The 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.
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.
Tom Brown Honeywell, Inc. A book for everyone in business. It is
provocative and challenging.
Industry Week Ted Levitt's literate, thoughtful treatment takes the
reader from the broadest theoretical concepts to specific how-to
pointers.
Atlanta Constitution and Journal Marketers will eventually have to
learn the lessons of The Marketing Imagination or risk a career
change.
Ask a Question About this Product More... |