by Theodore M. Levitt · Free Press · tapa blanda · ISBN 9780029190906
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«Marketing Imagination» is Theodore M. Levitt's essay on marketing and business management, published by Free Press in paperback (238 pages, in English).
Levitt presents marketing as the central function of the company, not as an isolated department. He analyses product objectives, the client-supplier relationship and the industrialisation of service. The expanded edition incorporates the debate on globalisation, the response to his critics, the essay «Marketing Myopia» and strategies to maximise the life cycle and balance innovation and imitation.
The original work dates from 1983; this new, expanded edition (New, Expanded Edition) was published in 1986. Levitt was editor of Harvard Business Review and professor at Harvard Business School.
Of interest to marketing professionals, executives and business management students, as a classic reference reading in the discipline.
Tapa dura
