Marketing Imagination, New, Expanded Edition

Theodore M. Levitt

ISBN 10: 0029190908 / ISBN 13: 9780029190906

Editore: Free Press, 1986

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Riassunto:

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.

Informazioni sull?autore: 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.

Dati bibliografici

Titolo: Marketing Imagination, New, Expanded Edition
Casa editrice: Free Press
Data di pubblicazione: 1986
Legatura: Brossura
Condizione: Good