Marketing Imagination, New, Expanded Edition
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. InThe 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 JournalMBAs 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 Imaginationis a much-needed reminder of the ideals to which managers should bind their ambitions.NewsdayTed Levitt is the best marketing mentor around...The Marketing Imaginationis 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 WeekTed Levitt's literate, thoughtful treatment takes the reader from the broadest theoretical concepts to specific how-to pointers.Atlanta Constitution and JournalMarketers will eventually have to learn the lessons ofThe Marketing Imaginationor risk a career change.