TY  - BOOK
AU  - Levitt,Theodore
TI  - Ted Levitt on marketing: a Harvard business review paperback
SN  - 1422102068
AV  - HF5415 .L4834 2006
PY  - 2006///
CY  - Boston, Mass.
PB  - Harvard Business School Pub.
KW  - Marketing
N1  - Includes index; 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
ER  -