An Analysis of Theodore Levitt's Marketing Myopia

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. 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 customers’ point of view.

Recunoscand ca companiile au cazut cand piata produselor lor s-a secat, Levitt a inceput sa afle de ce. Manifestul pe care l-a produs a urmarit sa rastoarne intelepciunea conventionala care privea produsul unei companii ca fiind primordial.