Marketing Myopia

Business & Finance, Marketing & Sales
Cover of the book Marketing Myopia by Theordore Levitt, Harvard Business Review Press
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Author: Theordore Levitt ISBN: 9781633690585
Publisher: Harvard Business Review Press Publication: June 16, 2008
Imprint: Harvard Business Review Press Language: English
Author: Theordore Levitt
ISBN: 9781633690585
Publisher: Harvard Business Review Press
Publication: June 16, 2008
Imprint: Harvard Business Review Press
Language: English

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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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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