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Diane Publishing Books
Theodore Levitt (au). Prof. Ted Levitt, Editor of the Harvard Business Review, is renowned as a marketing expert. In this volume he has expanded his original 1983 publication, to recap the developing globalization debate & to respond to his critics. He has also added his famed McKinsey Award-winning essay “Marketing Myopia,” & included detailed accounts of how to maximize the product life cycle & achieve the delicate balance between innovation & imitation. This provocative & challenging book is a must-read for everyone in business. Levitt’s literate, thoughtful treatment takes the reader from the broadest theoretical concepts to specific how-to pointers.
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