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Marketing Imagination

Marketing Imagination

by I.M. Levitt

Editorial: Free Press
ISBN: 9780029190906
Número de páginas: 238
Formatos: pdf, ePub, mobi, fb2
Tamaño de archivo: 6 Mb
Fecha de publicación: 2020-09-19


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 ...