TY  - BOOK
AU  - Harvard Business Review Paperback
AU  - Levitt,Theodore
TI  - Ted Levitt on marketing
SN  - 1422102068
U1  - 658.8 HAR  
PY  - 2006///
CY  - Boston, Mass.
PB  - Harvard Business School Pub.
KW  - Marketing
N1  - 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
UR  - http://www.loc.gov/catdir/toc/ecip0612/2006013548.html
ER  -