- Shopping Bag ( 0 items )
From the PublisherTheodore Levitt Edward W. Carter Professor of Business Administration, Emeritus, Harvard University Author of The Marketing Imagination A terrific book — full of solid stuff for people with real responsibilities in the world as it really is.
Philip Kotler S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University, Co-author of Marketing Places Demonstrates that imitation can be a winning strategy...a valuable contribution to the marketing strategy literature.
David A. Aaker J. Gary Shansby Professor of Marketing Strategy, University of California at Berkeley, Author of Managing Brand Equity Backed by 28 fascinating case studies, Schnaars provides insights into how imitations can win and why pioneers falter. The book advances our knowledge of a key element of business strategy — the timing of the entry into the business arena.
Edwin Mansfield Director, Center for Economics and Technology, University of Pennsylvania Imitation is a vitally important — and frequently underestimated and misunderstood — part of the process of technological change. This book should be of interest and value to many managers here and abroad.