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...

"Knowledge is peculiar. It has the special quality of enriching those who receive it without impoverishing or diminishing those who give it away. But the most precious of all knowledge can be neither taught nor passed on. . . . The most important thing is the general manager knows and does involve that kind of knowledge--inherent, authentic, and resistant to teachability but not to learnability."--from Chapter 3, "Management and Knowledge."