The marketing imagination
By: Theodore Levitt.
Publisher: Free Press; Collier Macmillan
Published: 1983
Place of publication: New York; London
Language: eng
Number of pages: 203
Subjects: Marketing
Description: Abstract: An authoritative reference text for executive managers provides advice on information for managing a business in today's marketplace, emphasizing the concept that there is no effective corporate strategy that is not market-oriented. The text admonishes, lectures, cautions, and counsels marketing managers through lessons focused on the role of marketing in business success. Topics include marketing and corporate purpose, asserting that sufficient and steady customers are more important than "profit" goals; the "globalization" of markets, asserting that a single global market concept has replaced the traditional "multi-national" market; the trend toward modern large-scale industrialized service operations; the importance of differentiation as the essence of competition for attracting new customers; marketing intangible products (i.e., "services"); customer relations management enhancing and maintaining for customer satifaction; and guidelines for enhancing and applying a marketing imagination.
Notes: Includes bibliographical references and index.