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Marketing Myopia
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Product Details
Author:
Theodore Levitt
Format:
Paperback
Pages:
104
Publisher:
Harvard Business Review Press (June 16, 2008)
Language:
English
ISBN-13:
9781422126011
ISBN-10:
1422126013
Weight:
2.88oz
Dimensions:
4.2" x 6.5"
Case Pack:
78
File:
TWO RIVERS-PERSEUS-Metadata_Only_Perseus_Distribution_Customer_Group_Metadata_20260514163224-20260514.xml
Folder:
TWO RIVERS
As low as:
$8.59
List Price:
$9.99
Publisher Identifier:
P-PER
Discount Code:
C
Audience:
General/trade
Series:
Harvard Business Review Classics
Pub Discount:
60
Imprint:
Harvard Business Review Press
Country of Origin:
United States
Overview
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.
