- Marketing Myopia
By Theodore Levitt
Harvard Business Review 2004
Originally published Jul/Aug 1960, Vol. 38 (4), p45-56
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see also:
- Marketing Myopia (HBR Classic)
Summary from reprint of the original 1960 article. - "Ted Levitt Changed My Life."
Article by Julia Hanna published in Working Knowledge on December 17, 2008.