Marketing Imagination: New, Expanded Edition (Paperback)
New, Expanded Edition
Free Press, 9780029190906, 238pp.
Publication Date: April 21, 1986
About the Author
Praise For Marketing Imagination: New, Expanded Edition…
Ted Levitt's name is synonymous with marketing. His writings consistently offer rich insights served up in a souffle of good style. In The Marketing Imagination, Levitt takes the reader through some important new concourses in the marketing world that he has explored deeply during this decade.
The Wall Street Journal
MBAs everywhere encounter Ted Levitt's name on their required-reading lists, and it is likely to remain there long after experts on Japanese management, one-minute management and high-output management finally drop from the bestseller lists. The Marketing Imagination is a much-needed reminder of the ideals to which managers should bind their ambitions.
Ted Levitt is the best marketing mentor around...The Marketing Imagination is guaranteed to provoke controversy. It's a crackling text...every argument it stirs will be worthwhile.
A book for everyone in business. It is provocative and challenging.
Ted Levitt's literate, thoughtful treatment takes the reader from the broadest theoretical concepts to specific how-to pointers.
Atlanta Constitution and Journal
Marketers will eventually have to learn the lessons of The Marketing Imagination or risk a career change.