Marketing Imagination

by Theodore Levitt

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 Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of The Marketing Imagination shows Levitt at his best -- sharp, knowledgeable, erudite, and, yes, as imaginative as ever.

Genres: Business, Nonfiction, Entrepreneurship

238 pages, Paperback

First published January 1, 1983

Reviews

[Jennifer (JC-S) · Rating 5 out of 5]

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 you might wiish to agree with me. Or perhaps debate me. Either will be welcomed

I recently had a need to revisit this book which has been a very valuable resident of my professional bookshelf since July 1997. So why am I choosing to review it now?

Simply stated, and in my view, the current world economic situation requires economies and polities to consider strategic marketing issues more thoroughly. The current reactive responses around the world to a growing global economic crisis may or may not prove to be effective in the short to medium term. I readily confess to being as yet unconvinced by this.

But to address the underlying issues requires a fundamental assessment of a series of contributing factors. Some of those factors are more technical economic issues: including a need to fundamentally reform and regulate (or re-regulate in some cases) aspects of financial accountability and responsibility and there are certainly some encouraging signs in that area.

But what, you may ask, does this have to do with marketing? And why am I recommending a book written by Theodore Levitt over 20 years ago? My work, reading and reflecting over the past twenty years leads me to conclude that Professor Levitt has identified, in his essays, a number of issues that are as relevant to global financial markets as they are to marketing other goods and services. That viable answers to many of the issues (in both areas as well as in many others) requires strategic and lateral thinking about objectives, consequences, impacts and potential risks.

This may be an ‘old’ book but it is not dated. That is why it remains on my professional bookshelf, and why I refer to it often.

Sound, well-articulated principles always have many potential applications.

Jennifer Cameron-Smith

[David Musgraves · Rating 3 out of 5]

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.

[Gene · Rating 3 out of 5]

an older text so lots of the references are amusingly old school but some are presciently relevant.

[Lori Grant · Rating 4 out of 5]

A should-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.

[Theis Schæfer · Rating 4 out of 5]

Legendary marketing book. Must read!

[Grant · Rating 4 out of 5]

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 is possible to predict the future, but the future almost always takes us by surprise."

But some important concepts remain. An important distinction is made here between selling and marketing. Marketing being more refined, complex and sophisticated in its approach (when it's good). Marketing being more about understanding the customer and their problems as opposed to pushing products on them. "Selling focuses on the needs of the seller; marketing on the needs of the buyer." A simple idea today, perhaps, with all the literature on user-centered design, etc. that has been published since, but elucidated well here. Same with the concept of segmentation -- taken for granted today, although still NOT done all that effectively by many companies out there. It is an important idea for marketers to move into reality.

The true masterpiece of the book is "Marketing intangible products and product intangibles", I would say. Some truly excellent, oft-forgotten points on how intangible products need to be MADE tangible, somehow, through the creative "marketing concept". And that there is "no such thing as a commodity"--effective differentiation can be done, always, if the creative thinking is there. And, overall, Levitt's writing style is erudite, witty and engaging; hence, 4 stars.

[Toby Tarenorerer · Rating 5 out of 5]

Theodore Levitt's 'Marketing Imagination' is a visionary masterpiece that ignites the flames of creativity and innovation within the realm of marketing. Levitt's insights are not merely a collection of theories but a profound guide that encourages marketers to think beyond conventional boundaries. His timeless wisdom reminds us that marketing is not about products or services; it's about satisfying customer needs and desires. Levitt's persuasive narrative style and thought-provoking examples make this book an invaluable resource for anyone in the field. It inspires a positive attitude by emphasizing the importance of adapting to changing times and always staying ahead in the marketing game. 'Marketing Imagination' is a true beacon of inspiration.

[David Mayes · Rating 5 out of 5]

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.

[Gerry Czerak · Rating 3 out of 5]

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.

[Steven Howard · Rating 5 out of 5]

Still one of the best marketing books ever. Hard to believe 2013 will be the 30th anniversary of this classic overview of marketing.

[Bob · Rating 4 out of 5]

Required reading for first-year MBA course in Marketing at Graduate School of Industrial Administration, Carnegie Mellon University, Spring 1981.

[Pugal Panneerselvam]

very insightful information in "Marketing Myopia", "Exploiting the product life cycle" & "Innovation Imitation" chapters.

[Bob Hogg · Rating 5 out of 5]

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!