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Why read it?
1 author picked Innovation in Marketing as one of their favorite books. Why do they recommend it?
I discovered marketing and was motivated by an amazing man called Theodore Levitt. I actually visited him at Harvard when he helped me with the Malibu launch in 1979. Levitt was an inspirational marketer, well ahead of his time.
This, his first book, was published in 1962. He rightly said in the book, “Every major industry was once a growth industry,” but as we know (and Levitt said it), there are some that are now riding a wave of growth enthusiasm very much in the shadow of decline.
You have to understand why things develop. The failure is usually at…
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