Marketing Imagination

Marketing Imagination

New, Expanded Edition

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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  • Free Press | 
  • 238 pages | 
  • ISBN 9780029190906 | 
  • April 1986
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Read an Excerpt

Chapter 1

Marketing and the Corporate Purpose

Nothing in business is so remarkable as the conflicting variety of success formulas offered by its numerous practitioners and professors. And if, in the case of practitioners, they're not exactly "formulas," they are explanations of "how we did it," implying with firm control over any fleeting tendencies toward modesty that "that's how you ought to do it." Practitioners, filled with pride and money, turn themselves into prescriptive philosophers, filled mostly with hot air.

Professors, on the other hand, know better than to deal merely in explanations. We traffic... see more

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