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Purpose and benefits

Theodore (Ted) Levitt made a key contribution to management theory in the area of marketing, stimulating debate with a landmark article that accused corporations of ‘marketing myopia’ and told them that their central preoccupation should be with satisfying customers rather than simply producing goods and that the idea of marketing should pervade their whole organisation. He went on to develop his ideas on the benefits and risks of marketing in a series of books and articles.

Another forward-looking manifesto article in 1983 also put him in the forefront of thinkers on the emerging question of globalisation.