MARKETING IMAGINATION NEW EXPANDED EDITIONProf. 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. |
Contents
Marketing and the Corporate Purpose | 1 |
The Globalization of Markets | 20 |
The Industrialization of Service | 50 |
Copyright | |
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