Book 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.
Product information
- Title: Marketing Myopia
- Author(s):
- Release date: June 2008
- Publisher(s): Harvard Business Review Press
- ISBN: 9781633690585
You might also like
video
Marketing Myopia
Theodore Levitt's classic theory -- in under two minutes.
book
Behavioral Economics For Dummies®
A guide to the study of how and why you really make financial decisions While classical …
book
Prefactoring
Prefactoring approaches software development of new systems using lessons learned from many developers over the years. …
book
Consultative Selling, 8th Edition
“A major breakthrough in the way goods and services [are] sold. When Mack Hanan speaks, we …