Marketing Imagination: New, Expanded Edition
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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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