The Marketing ImaginationAbstract: An authoritative reference text for executive managers provides advice on information for managing a business in today's marketplace, emphasizing the concept that there is no effective corporate strategy that is not market-oriented. The text admonishes, lectures, cautions, and counsels marketing managers through lessons focused on the role of marketing in business success. Topics include marketing and corporate purpose, asserting that sufficient and steady customers are more important than "profit" goals; the "globalization" of markets, asserting that a single global market concept has replaced the traditional "multi-national" market; the trend toward modern large-scale industrialized service operations; the importance of differentiation as the essence of competition for attracting new customers; marketing intangible products (i.e., "services"); customer relations management enhancing and maintaining for customer satifaction; and guidelines for enhancing and applying a marketing imagination. |
Contents
Marketing and the Corporate Purpose | 1 |
The Globalization of Markets | 20 |
The Industrialization of Service | 50 |
Copyright | |
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acetone advertising American Express augmented product auto automatic automobile banking become better brand buyer Cap'n Crunch Charles Revson common companies competitive competitors consumer costs created Daniel Bell delivery differentiation distributors economic efficiency employees equipment everywhere example expanding expectations factory firms global corporation global standardization goods-producing homogenized Honeywell increasingly industrialization of service intangible products integrated circuit investment investment banking isopropanol labor less machines managerial manufacturing marketing concept marketing imagination McDonald's ment microprocessors modern multinational corporation nations needs offered operating organization packaging percent possibilities postindustrial potential practice preferences problems productiv promise purpose relationship reliable repair requires retail Revlon segments seller selling service economy service sector simply specific steel strategy success tangible products telephone Theodore Levitt things tion tomer ucts users vendor what's workers