Since its publication in 1983, has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt — renowned as the Harvard Business School's "guru of marketing" — has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of shows Levitt at his best — sharp, knowledgeable, erudite, and, yes, as imaginative as ever.