Purpose and benefits

Levitt’s views on the importance of marketing are highly regarded. His article ‘Marketing Myopia’ (reprinted in the book) was one of the most popular "Harvard Business Review" articles ever published. It highlights how narrow perspectives result from companies focusing on production rather than customers.

Related Solutions

Method

Abstract. Digest of management book; contribution and context.

Time to Complete

10 mins

Length

3 Pages

Participants

1

Price

£2 Pounds Sterling
(inc. VAT)