Theodore Levitt's collected essays including Marketing Myopia, the globalization of markets essay, and other foundational marketing frameworks.
Marketing Imagination as collection: the book collects Levitt's most important frameworks — Marketing Myopia, the argument for standardized global marketing (before globalization was a buzzword), intangible product augmentation, and differentiation strategy. The 'globalization of markets' essay (arguing that technology was creating global consumer preferences) was prescient and became one of the most discussed business essays of the 1980s.
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