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.
Product Details
ISBN-13: 9781422126011
Media Type: Paperback
Publisher: Harvard Business Review Press
Publication Date: 06-16-2008
Pages: 104
Product Dimensions: 4.10(w) x 6.30(h) x 0.40(d)
Series: Harvard Business Review Classics
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.