Theodore Levitt: Marketing Imagination

Cover: 9780029190906 | Marketing Imagination | Theodore Levitt | Taschenbuch | No Series

Rückseite: 9780029190906 | Marketing Imagination | Theodore Levitt | Taschenbuch | No Series

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

Theodore Levitt

Inhaltsverzeichnis

Preface to the New, Expanded Edition Preface to the Original Edition

1. Marketing and the Corporate Purpose

2. The Globalization of Markets

3. The Industrialization of Service

4. Differentiation -- of Anything

5. Marketing Intangible Products and Product Intangibles

6. Relationship Management

7. The Marketing Imagination

8. Marketing Myopia

9. Exploit the Product Life Cycle

10. Innovative Imitation

11. Marketing and Its Discontents
Index

Details

Erscheinungsjahr:	1986
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	No Series
ISBN-13:	9780029190906
ISBN-10:	0029190908
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Levitt, Theodore
Hersteller:	Free Press No Series
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	229 x 152 x 17 mm
Von/Mit:	Theodore Levitt
Erscheinungsdatum:	01.04.1986
Gewicht:	0,44 kg