The Marketing Imagination
Abstract: 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.