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Marketing Imagination

4.14  ·  Rating details ·  119 ratings  ·  13 reviews
Since its publication in 1983, The Marketing Imagination has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt -- renowned as the Harvard Business School's "guru of marketing" -- has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Awa ...more
Paperback, Expanded, 238 pages
Published April 21st 1986 by Free Press (first published 1983)
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 ·  119 ratings  ·  13 reviews

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Jennifer (JC-S)
Nov 14, 2007 rated it it was amazing
Shelves: owned

Marketing in a global economy

Why on earth am I publishing a review on a twenty year old book and attempoting to draw a connection to the current world finacuikal crisis? Have I completely lost the plot? Well, it is entirely possible.

But I don't think so/ One of the very great values of each of Professor's contributions in this field is that he has a capacity to clearly articulate lucid positions which can be seen to have a far broader application. Now, if you darfe, read on and consider whether
David Musgraves
Apr 16, 2014 rated it liked it
Shelves: 2014
Pretty good, although lacking in some of the practical detail I was looking for. It may be that this book is better or more useful to someone already in marketing who is looking to refine their thinking, rather than to someone like myself who is a generalist looking to get a good immersion in marketing.
Nov 19, 2010 rated it liked it  ·  review of another edition
an older text so lots of the references are amusingly old school but some are presciently relevant.

Lori Grant
Mar 29, 2013 rated it really liked it  ·  review of another edition
A should-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.
Feb 22, 2020 rated it really liked it
Dated, yes in some ways, but the fundamental concepts remain true. The final chapter "Marketing and its Discontents" discusses the 1980s as "today", but that sort of approach will quickly become dated anyway. This was one of the weaker chapters. "Exploit the product life cycle" also a fairly weak, chapter, I think, as it advocates a certain kind of prediction that just isn't so realistic. As Dick Farson said in his "Management of the absurd" book, "planning is built upon the flawed idea that it ...more
Theis Schæfer
Jul 30, 2020 rated it really liked it  ·  review of another edition
Legendary marketing book. Must read!
Geoffrey Anderson
May 01, 2016 rated it it was amazing
Shelves: marketing
An essential read for anyone in product (product management or product marketing), or in technical marketing. While this was last updated in 1986, the lessons Ted lays out are as relevant today as when he first wrote them.

I originally bought this book a long time ago, and had read parts as needed in my job, but this time i read it cover to cover. Both are valid uses for the book, and the concepts are still applicable.
David Mayes
Oct 17, 2012 rated it it was amazing
This book became a bible among our marketing group, populated with Harvard MBA's who had taken Levitt's classes. Not a stuffy academic treatise, Levitt's points and concepts applied perfectly to our marketing challenges. ...more
Oct 19, 2012 rated it really liked it
Required reading for first-year MBA course in Marketing at Graduate School of Industrial Administration, Carnegie Mellon University, Spring 1981.
Bob Hogg
Jun 01, 2016 rated it it was amazing
Good to read this again - goes to show that the fundamentals of marketing don't change over the years, only the tools we use to implement those fundamentals change! ...more
Gerry Czerak
An oldie but still a goodie from the Harvard Business School professor who covers all the basics for service marketers, including the explanation of "marketing myopia." An easy read, too. ...more
Steven Howard
May 07, 2012 rated it it was amazing  ·  review of another edition
Still one of the best marketing books ever. Hard to believe 2013 will be the 30th anniversary of this classic overview of marketing.
Pugal Panneerselvam
very insightful information in "Marketing Myopia", "Exploiting the product life cycle" & "Innovation Imitation" chapters. ...more
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