An Analysis of Theodore Levitt's Marketing Myopia

ISBN-13: 9781912302161 / Angielski / Twarda / 2017 / 94 str.

Diderich, Monique

Opis

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 company's product as paramount.

Spis treści

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

O autorze

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.