Ted Levitt on Marketing

Ted Levitt - Collection Ideas with Impact

226 pages, parution le 01/07/2006

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Résumé

Ted Levitt is one of the most widely respected thinkers in the field of marketing and management. His work and writings have changed the way scores of companies think about their businesses, organize for innovation and creativity, and market their products and services. Now, managers can have access to the best of Levitt's thinking over the last five decades in Ted Levitt on Marketing. Framed by a new introduction, this book features seminal articles, including "Marketing Success Through Differentiation," "The Globalization of Markets," "After the Sale Is Over," and "Marketing Myopia." A must-have resource for managers and marketers in any industry, this Harvard Business Review Paperback book is filled with big ideas and practical tools for creating and sustaining a company's competitive edge.

Sommaire

Innovative imitation
Exploit the product life cycle
Why business always loses
Production-line approach to service
The industrialization of service
Marketing success through differentiation - of anything
Marketing intangible products and product intangibles
The globalization of markets
After the sale is over ...
Advertising : "the poetry of becoming"
Creativity is not enough
Marketing myopia

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Ted Levitt
Collection	Ideas with Impact
Parution	01/07/2006
Nb. de pages	226
Format	15,5 x 23,5
Couverture	Broché
Poids	375g
Intérieur	Noir et Blanc
EAN13	9781422102060
ISBN13	978-1-4221-0206-0