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.
This book title, Marketing Myopia (Miniature Edition), ISBN: 9781422126011, by Theodore Levitt, published by Harvard Business Review Press (June 16, 2008) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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