A Macat Analysis of Theodore Levitt's Marketing Myopia
Impossible d'ajouter des articles
Échec de l’élimination de la liste d'envies.
Impossible de suivre le podcast
Impossible de ne plus suivre le podcast
A Macat Analysis of Theodore Levitt's Marketing Myopia
Acheter pour 6,24 €
-
Lu par :
-
Macat.com
À propos de cette écoute
German-born thinker Theodore Levitt's groundbreaking 1960 article Marketing Myopia established him as a world-famous business figure and led to him being dubbed "the father of modern marketing." At the time he published the piece, marketing did not even exist as a separate business discipline.
Recognizing that companies went bust when the market for their products dried up, Levitt set to finding out why. He wrote Marketing Myopia as a manifesto, aiming to upend the conventional company wisdom that viewed its product as paramount. Levitt found this thinking shortsighted. He saw the customer as central to the success of any business and urged companies in every industry to look at their products from the customers' point of view.
Levitt's straightforward writing style and real-world case studies quickly captured the attention of business people, while the academic community finally began to see "marketing" as a discipline worthy of study. His groundbreaking article became part of the core curriculum at business schools.
©2016 Macat Inc (P)2016 Macat Inc
Vous êtes membre Amazon Prime ?
Bénéficiez automatiquement de 2 livres audio offerts.Bonne écoute !
