From Library Journal
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.
About the Author
Theodore Levitt is Editor of the "Harvard Business Review" and Edward W. Carter Professor of Business Administration at the Harvard Business School. One of the most widely read and respected figures in marketing, he is a four-time winner of the annual McKinsey Award for the best article in the "Harvard Business Review."
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