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.
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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.
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