Ted Levitt on marketing.
Series: A Harvard business review paperback; Harvard business review paperback series
Publisher: Harvard Business School Pub.
Published: 2006
Place of publication: Boston, Mass
Language: eng
Number of pages: 226
ISBN-13: 9781422102060
Subjects: Marketing.
Notes: Includes bibliographical references and index.
Table of contents: value: Innovative imitation; value: Exploit the product life cycle; value: Why business always loses; value: Production-line approach to service; value: The industrialization of service; value: Marketing success through differentiation-of anything; value: Marketing intangible products and product intangibles; value: The globalization of markets; value: After the sale is over; value: Advertising : "the poetry of becoming"; value: Creativity is not enough; value: Marketing myopia.