Monique Diderich

An Analysis of Theodore Levitt's Marketing Myopia

• Broschiertes Buch

Produktbeschreibung

Recognizing that companies went bust when the market for their products dried up, Levitt set out to learn why. The manifesto he produced aimed to upend conventional wisdom that viewed a companyâ s product as paramount. Levitt saw the customer as central to the success of any business, and urged companies in every industry to look at their products from the customersâ point of view.

Produktdetails

• The Macat Library
• Verlag: Macat International Limited
• Seitenzahl: 94
• Erscheinungstermin: 4. Juli 2017
• Englisch
• Abmessung: 195mm x 132mm x 7mm
• Gewicht: 111g
• ISBN-13: 9781912127337
• ISBN-10: 1912127334
• Artikelnr.: 48848114

Autorenporträt

Dr Monique Diderich holds a masters degree in psychology from the University of Groningen and a doctorate in sociology from the University of Nevada, Las Vegas.

Inhaltsangabe

Ways in to the Text Who is Theodore Levitt? What does Marketing Myopia
Say? Why does Marketing Myopia Matter? Section 1: Influences Module 1: The
Author and the Historical Context Module 2: Academic Context Module 3: The
Problem Module 4: The Author's Contribution Section 2: Ideas Module 5: Main
Ideas Module 6: Secondary Ideas Module 7: Achievement Module 8: Place in
the Author's Work Section 3: Impact Module 9: The First Responses Module
10: The Evolving Debate Module 11: Impact and Influence Today Module 12:
Where Next? Glossary of Terms People Mentioned in the Text Works Cited