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The Marketing Imagination (Paperback)

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ITEM# 3425649
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Details

ITEM#: 3425649

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.
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.

Specs

ISBN 9780029190906
Genre BUSINESS & ECONOMICS / Marketing / General
Format Paperback
Pages 238
Publisher Date 1986-03-01 00:00:00.0
Publisher Free Pr
Copyright Year 1986
Height 9.25 in
Wdth 6.0 in
Thickness 0.75 in
Unit weight 0.95 lb
Language English
Edition Detail Expanded, Subsequent
Audience College/higher education
Authors Levitt, Theodore
Dimensions 9.25x6x0.75

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