It’s hard to overestimate the influence Ted Levitt’s “Marketing Myopia” has had on the world of marketing and beyond. Like Harold Bloom’s Anxiety of Influence in literary criticism or Donald Norman’s The Design of Everyday Things in product design, Levitt’s half-century-old treatise on examining what business your company is really in hovers over and continues to influence entire schools of thought. Frequently repackaged (by us — here’s one example — and others) and incessantly cited, “Marketing Myopia” offers a way to approach everything from libraries to thinking green. Its impact as a concept has weighed on generations of innovators: it’s hard to imagine marketing malpractice without this antecedent.
Marketing Myopia, 50-Plus Years On
It’s hard to overestimate the influence Ted Levitt’s “Marketing Myopia” has had on the world of marketing and beyond. Like Harold Bloom’s Anxiety of Influence in literary criticism or Donald Norman’s The Design of Everyday Things in product design, Levitt’s half-century-old treatise on examining what business your company is really in hovers over and continues […]
July 11, 2011
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.