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Marketing Myopia

Marketing Myopia - Paperback

by Theodore Levitt
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Availability:In StockContributor:Theodore LevittSeries:Harvard Business Review ClassicsPublish date:2008-06-16Pages:104
Language:EnglishPublisher:Harvard Business Review PressISBN-13:9781422126011ISBN-10:1422126013UPC:9781422126011Book Category:Business & EconomicsBook Subcategory:MarketingSize:6.45 x 4.34 x 0.30 inchesWeight:0.1808Product ID:SC7CQ5YZ31

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.

Language:EnglishPublisher:Harvard Business Review PressISBN-13:9781422126011ISBN-10:1422126013UPC:9781422126011Book Category:Business & EconomicsBook Subcategory:MarketingSize:6.45 x 4.34 x 0.30 inchesWeight:0.1808Product ID:SC7CQ5YZ31
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.
Publisher: Harvard Business Review Press

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Theodore Levitt

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Theodore Levitt

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