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Marketing Imagination New, Expanded Edition

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ISBN-10: 0029190908

ISBN-13: 9780029190906

Edition: 1986 (Enlarged)

Authors: I. M. Levitt, I. M. Levitt

List price: $19.95
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Book details

List price: $19.95
Copyright year: 1986
Publisher: Free Press
Publication date: 4/21/1986
Binding: Paperback
Pages: 238
Size: 6.00" wide x 9.25" long x 0.75" tall
Weight: 0.946
Language: English

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.

Preface to the New, Expanded Edition
Preface to the Original Edition
Marketing and the Corporate Purpose
The Globalization of Markets
The Industrialization of Service
Differentiation--of Anything
Marketing Intangible Products and Product Intangibles
Relationship Management
The Marketing Imagination
Marketing Myopia
Exploit the Product Life Cycle
Innovative Imitation
Marketing and Its Discontents