Book description
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…
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Why read it?
1 author picked The Marketing Imagination as one of their favorite books. Why do they recommend it?
I was motivated some 60 years ago to switch from accounting into marketing after reading an article by Theodore Levitt in The Harvard Business Review entitled "Marketing Myopia" which essentially detailed accounts of how to maximise the product life cycle and achieve the delicate balance between innovation and imitation. I went to meet him some years ago because to me he was the "guru of marketing" and I have now read The Marketing Imagination a number of times. It inspires one to recognise that the only real boss in business is the customer who votes with his or her feet…
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