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Marketing Imagination: New, Expanded Edition
by Marketing Imagination: New, Expanded Edition
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Description
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.
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Product Details
- Free Press Brand
- Apr 21, 1986 Pub Date:
- 9780029190906 ISBN-13:
- 0029190908 ISBN-10:
- English Language
- 9.25 in * 0.9 in * 6.12 in Dimensions:
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