Marketing Myopia

Marketing Myopia

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… (more)

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Book Details  


Publisher: Harvard Business Review Press (June 16, 2008)

Collection: Harvard Business Review Classics

Page count: 104 pages

Language: English


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