Ted Levitt on marketing

1. Innovative imitation

2. Exploit the product life cycle

3. Why business always loses

4. Production-line approach to service

5. The industrialization of service

6. Marketing success through differentiation

of anything

7. Marketing intangible products and product intangibles

8. The globalization of markets

9. After the sale is over ..

10. Advertising : "the poetry of becoming"

11. Creativity is not enough

12. Marketing myopia