Marketing Myopia
Published on 16. June 2008
104 pages
978-1-63369-058-5 (ISBN)
Description
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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Additional editions
Theodore Levitt
Marketing Myopia
Book
06/2008
Harvard Business Review Press
€10.50
Article not available at the moment
Person
Levitt, Theordore
Content
- Intro
- Marketing Myopia
- Notes
- About the Author
- Also By This Author
- Article Summary
- The Idea in Brief
- The Idea in Practice
