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Marketing myopia - Theordore Levitt
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Title
Marketing myopia
Marketing myopia
Author
Theordore Levitt
Theordore Levitt
format
Paperback / softback
Paperback / softback
Publisher
Harvard Business Review Press
Harvard Business Review Press
Language
English
English
UK Publication Date
20080616
20080616
Description
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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