Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. They were distributed through newspapers and magazines! Maybe it's a good time to dredge up a chestnut from Ted Levitt's classic HBR article, "Marketing Myopia." What a shock: the books had illustrated covers! And, they were cheap.

Levitt 14

Levitt Mass Marketing Simon eBook 14

Harvard Business Review

AUGUST 22, 2016

Regardless of which number is right, there is no doubt that a lot of time and energy go into marketing products that will no longer exist in a year. The term was coined by the late Harvard Business School marketing professor, Theodore Levitt, in a 1960 article by the same name (republished in 2004). What is marketing myopia?

Levitt 8

Levitt Marketing Transportation Industry 8

Harvard Business Review

MARCH 26, 2013

The party has been selling pretty much the same product for more than three decades now, while market conditions have changed. It's like the flailing companies in Ted Levitt's classic HBR article " Marketing Myopia " that err by thinking their job is to sell a product rather than satisfy a customer need. Lafley and Roger L.

Brand 8

Brand Productivity Products P&L 8