Table of Contents

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

About the Author

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.

Reviews

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.

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.

Newsday 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.

Tom Brown Honeywell, Inc. A book for everyone in business. It is provocative and challenging.

Industry Week 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.