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  • MARKETING MYOPIA
    MARKETING MYOPIA
    THEORDORE LEVITT
    What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles.In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put co...
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