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Synopsis
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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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.
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- PublisherHarvard Business Review Press
- Publication date2008
- ISBN 10 1422126013
- ISBN 13 9781422126011
- BindingPaperback
- Number of pages104
- Rating
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Marketing Myopia (Harvard Business Review Classics)
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Marketing Myopia (Harvard Business Review Classics)
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Marketing Myopia
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Marketing Myopia
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Marketing Myopia
Published by
Harvard Business Review Press, 2008
ISBN 10: 1422126013
ISBN 13: 9781422126011
Used
Paperback
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
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