The Marketing Imagination (1983)

The Marketing Imagination (1983)  by Theodore M. Levitt renowned as the "Marketing Strategy" book.  Theodore Levitt, recognized as the founder of modern marketing​, explain the key concept of market imagination, which means successful companies should always use their imagination to discover various opportunities in the market in meeting the needs of customers and make the customers feel great value for money. 

• To make an imaginative response to customer needs, we have to understand the most real needs of customers.
• People buy not a product, but a solution to the problem.
• The purpose of a business is to attract and retain customers.
• Differentiation is the essence of competition. All differentiation is to allow customers as much satisfaction as possible. 

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​By asserting that people don't buy things but buy solutions to problems, the marketing imagination makes an inspired leap from the obvious to the meaningful. "Meaning" resides in its implied suggestion as to what to do – in this case find out what problems people are trying to solve. ​

Related Books: The World is Flat, Blue Ocean Strategy, The Long Tail Theory ​