Marketing Imagination

Theodore Levitt is Editor of the Harvard Business Review and Edward W. Carter Professor of Business Administration at the Harvard Business School. One of the most widely read and respected figures in marketing, he is a four-time winner of the annual McKinsey Award for the best article in the Harvard Business Review.

• Preface to the New, Expanded Edition Preface to the Original Edition1. Marketing and the Corporate Purpose2. The Globalization of Markets3. The Industrialization of Service4. Differentiation -- of Anything5. Marketing Intangible Products and Product Intangibles6. Relationship Management7. The Marketing Imagination8. Marketing Myopia9. Exploit the Product Life Cycle10. Innovative Imitation11. Marketing and Its Discontents Index

Philip Kotler Northwestern University 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.