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THINKING ABOUT MANAGEMENT Hardcover – December 30, 1990

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Editorial Reviews

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Levitt, author of The Marketing Imagination (Free Pr., 1983; 1986. rev. ed.), very briefly discusses a number of topics affecting managers. He asserts that central to effective management is the capacity to think, change, and operate. Accordingly, the book is divided into three sections. The first encourages managers to question what, how, and why the organization is pursuing a particular direction. The second section focuses on the dynamic environment and innovation in organizations. The third division deals primarily with the getting and keeping of customers along with the globalization of competition. This is a very readable book that should appeal to practicing managers and man agement collections.
- Jane M. Kathman, Coll. of St. Benedict, St. Joseph, Minn.
Copyright 1990 Reed Business Information, Inc.
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Product Details

  • Hardcover: 160 pages
  • Publisher: Free Press; First Edition, First Printing edition (December 30, 1990)
  • Language: English
  • ISBN-10: 0029186056
  • ISBN-13: 978-0029186053
  • Product Dimensions: 0.8 x 6 x 8.8 inches
  • Shipping Weight: 12 ounces
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #2,076,385 in Books (See Top 100 in Books)

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This book was published more than 20 years ago and the business landscape has undergone protean transformations due to the rapid pace of technological change and globalization together with pervasive influence of e-commerce and the 2008 global financial crisis. Managers are living in a world which is more turbulent but less predictable than what they have witnessed since the 1990s. However, insights and advices given by the author are still relevant to managers nowadays.

According to Professor Levitt, an effective manager should have an ability to think. Change, and operate and accordingly the structure of this book consists of 3 major parts: Thinking, Changing, and Operating. To Professor Levitt, it is quite ironical to view that managers tend to rely on report findings prepared by their people before making any major decision making. They keep themselves away from the marketplace which results in a failure of understanding authentic customer preferences and needs. Unlike administrators, an effective manager is required to think innovatively with quick insightfulness and confident decisiveness (P.31) because business experience is based on yesterday’s conditions but management is about tomorrow which is determined by the external environment such as competitors, regulations, customers, and technology. In the first part, Professor Levitt also makes very insightful comments on different management ideas (i.e. Spencerian principle of staff performance on P.14; Hebraic and Hellenic approaches to moral and ethical judgments on P.37; and Bernoulli’s principle of decision making on P.45).

The second and third parts of this book demonstrate how Professor Levitt views the future of the world and necessary measures he recommends to take to cope with the challenges.
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