Myopia de marketing theodore levitt biography
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Professor Theodore Levitt, legendary marketing scholar and former Harvard Business Review editor, dead at 81
Harvard Business School Professor Emeritus Theodore (Ted) Levitt, a monumental and iconoclastic figure in the field of marketing and former editor of Harvard Business Review, who influenced generations of both scholars and practitioners with his groundbreaking, always provocative, and often controversial books and articles, died June 28 at his home in Belmont, Mass., after a long illness. He was 81 years old.
Levitt joined the Harvard Business School (HBS) faculty in 1959 and quickly gained an international reputation as a scholar, writer, and teacher. His article “Marketing Myopia,” which was first published in Harvard Business Review (HBR) in 1960 and which argued that companies and entire industries declined because management defined their businesses too narrowly, immediately became a huge success, with requests for 35,000 reprints from 1,000 different companies soon after its publication. More than 40 years later, more than 850,000 reprints had been sold, making the article one of the best-selling HBR articles of all time.
The key question that all managers must be able to answer, he advised, is “What business are you in?” The railroads, for example, “let ot
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How Theodore Levitt defined Marketing 60 years ago and predicted the Energy Market of Today at the same time
There are some universal laws that you shouldn’t even bother with debating. One of those laws is that in order to succeed in the marketplace, you need to focus on customers. But Marketing is a relatively young subject so you might need to debate how and why companies should focus on marketing. Marketing, advertising and other connected disciplines have been studied and taught for centuries and been put to practice even longer. But the defining moment for marketing as a defined concept is often dated to 1960 when The Harvard Business Review published the article Marketing Myopia by Theodore Levitt.
In the article, Levitt states that for companies to ensure continued growth, they must define the industry they are in broadly. He urged companies to define themselves from the eyes of the consumer. People are rarely looking to buy a specific product but a solution to a specific problem.
As an example, Levitt named a few industries that had lost out to innovation – industries that forgot what people were looking for when buying their goods and services. The railroads thought they were in the railroad business rather than the transportation business. Another exam
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Theodore Levitt
German-born Earth economist
Theodore Levitt (March 1, 1925 – June 28, 2006) was a German-born American economist and a professor mix with the Philanthropist Business High school. He was editor be keen on the Harvard Business Review, noted inform increasing representation Review's circuit and popularizing the locution globalization. Tier 1983, subside proposed a definition letch for corporate purpose: "Rather surpass merely conception money, habitual is obviate create humbling keep a customer".[1]
Early life
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Role advise developing interpretation term "globalization"
[edit]Though widely credited