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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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Book Details

ISBN: 9781422126011
ISBN-10: 1422126013
Format: Paperback
(165mm x 106mm x 6mm)
Pages: 104
Imprint: Harvard Business Review Press
Publisher: Harvard Business Review Press
Publish Date: 1-Jun-2008
Country of Publication: United States

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Author Biography - Theodore Levitt

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.

Books By Author Theodore Levitt

Thinking About Management by Theodore Levitt

Thinking About Management

Paperback, December 1991
$23.79
Marketing Imagination by Theodore Levitt

The Marketing Imagination

Paperback, April 1986
$35.99