The Marketing Imagination
New and Expanded Ed
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Marketing Imagination by Theodore Levitt
Book DescriptionSince 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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Book DetailsISBN: 9780029190906
(234mm x 155mm x 22mm)
Imprint: Simon & Schuster
Publisher: Simon & Schuster
Publish Date: 21-Apr-1986
Country of Publication: United States
Books By Author Theodore Levitt
Marketing Myopia, Paperback (June 2008)View all books by Theodore Levitt
Argues that "the history of every dead and dying 'growth' industry shows a self-deceiving cycle of bountiful expansion and undetected decay." This book illustrates that memories are short.
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Author Biography - Theodore Levitt
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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