Marketing Myopia, 50-Plus Years On
Harvard Business Review
JULY 11, 2011
It's hard to overestimate the influence Ted Levitt's "Marketing Myopia" has had on the world of marketing and beyond. Its impact as a concept has weighed on generations of innovators: it's hard to imagine marketing malpractice without this antecedent. And seeing the world with a sort of a tipped head, looking at it differently.
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