MARKETING IMAGINATION : NEW, EXPANDED EDITION
Author: I.M. Levitt
List Price: $19.95
Our Price: Click to see the latest and low price
ISBN: 0029190908
Publisher: Free Press (21 April, 1986)
Sales Rank: 6,576
Average Customer Rating: 4 out of 5
Customer Reviews
Rating: 2 out of 5
Outdated, lacks substance, dwells on marketing basics
I bought this book based one some of the reviews on this site. Unfortunately, this time they failed me. The book is outdated (as it was published 20 years ago) and lacks substance. If you have little or no knowledge of marketing, this might be a decent intro for you. It is relatively easy to read and dwells on few main concepts. However, if you have taken a marketing course in college or have read much on marketing, you will likely find this book dull and uninformative, as I did. Many of the big revelations in the book seem to me to be common sense. Maybe 20 years ago it was revolutionary, but somehow I doubt it. Also, some of the arguments he makes early in the book have been proven wrong by history...All in all, I would probably avoid this book. I was hoping to get some new insights, but this book sure didn't help. If you must buy it, buy a used copy as it certainly isn't worth [the money].
Rating: 4 out of 5
The Marketing Intangible Products!
I first learnt the ¡§Intangible¡¨ when I was in secondary school. Then, I have learnt more about ¡§Tangible Product¡¨ and ¡§Intangible Product¡¨ in marketing course in the university. The course also taught me the strategies of promoting the ¡§Intangible Product¡¨ with its special characteristics. This book also taught me about ¡§Intangible¡¨. For example, it would teach you the intangibles of the tangible products, such as the quality of salesman, delivery.
But it¡¦s really new for me that, the book explained the marketing intangible products. That is the ¡§promises¡¨. The first thing come to my mind is the ¡§Service Guarantees¡¨. The ¡§Service Guarantees¡¨ have done what is mentioned by the author, to tangibilize the intangible product. It is really important that the ¡§Service Guarantees¡¨ on one hand, gave the customers confidence that they will be satisfied from the service. On the other hand, the ¡§Service Guarantees¡¨ would also remind the customers how they benefit from our product or service. Since people would trend to form the habits after repeat the same behavior for several times. After that, they do continue to do that without pay attention to details. So, I think that it is very important for the marketer to promote benefit that customers receive from our product or service.
Rating: 5 out of 5
A classic example of educated league
It has an introduction, which is more or less easy to follow. The author tends to use intensified and complex language in his arguments which although tends to mislead the reader from the main message that the author is trying to convey, it augments to the readers understanding to the main situation in the study of marketing. The book is replete with key words, concepts and phrases that help in conveying the main message of the author. The reference to actual actions that have occurred with certain companies and his negative or positive criticizes to such actions adds to the readers understanding of the effect of marketing on the fluctuation of the status of companies and businesses that follow certain economic strategies. The author has divided his book into chapters with titles that correctly suggest the scope of his argument. This style of writing creates a chronological link between the discussed points in the book, which aid in clarifying the main point that the author is conveying Similar Products
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Book Index