Theodore Levitt
Theodore Levitt was a marketing professor at Harvard Business School whose 1960 article "Marketing Myopia" transformed how companies think about their competitive environment. His concept that companies should define themselves by customer needs rather than products remains one of the most influential ideas in marketing history.
Works
- The Marketing ImaginationLevitt's exploration of creative marketing and imagination in business
- Innovation in MarketingLevitt's examination of how innovation shapes marketing and business success
- The Marketing ModeLevitt's perspective on market-driven thinking and strategic business approach
- Thinking About ManagementCollection of Levitt's writings on management and business strategy
- Marketing for Business Growth