The Marketing Imagination

About this book

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 Schools "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.