Marketing Myopia

  • 1h 10m
  • Theodore Levitt
  • Taylor and Francis
  • 2017

What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles.

In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.

About the Author

Theodore Levitt was an influential scholar and former editor of Harvard Business Review whose writings radically altered the way marketing is practiced and studied. He wrote eight books on marketing, including Innovation in Marketing and The Marketing Imagination.

In this Book

  • Ways in to the Text
  • The Author and the Historical Context
  • Academic Context
  • The Problem
  • The Author's Contribution
  • Main Ideas
  • Secondary Ideas
  • Achievement
  • Place in the Author's Work
  • The First Responses
  • The Evolving Debate
  • Impact and Influence Today
  • Where Next?
  • Glossary—Glossary of Terms
  • People Mentioned in the Text
  • Works Cited
  • The Macat Library by Discipline
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