"Theodore Levitt's 'The Globalization of Markets': An Evaluation After Two Decades." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé, ...
In 1960, Theodore Levitt introduced the concept of "marketing myopia" in a famous Harvard Business Review article that is still studied by business students. In it, he characterized the common pitfall ...
How to convert a tantalizing concept into a managerial instrument of competitive power by Theodore Levitt Most alert and thoughtful senior marketing executives are by now familiar with the concept ...
Heskett, James L., and Theodore Levitt. "Note on Marketing Arithmetic and Related Marketing Terms." Harvard Business School Background Note 574-082, June 1974. (Revised April 1983.) ...
How to convert a tantalizing concept into a managerial instrument of competitive power by Theodore Levitt Most alert and thoughtful senior marketing executives are by now familiar with the concept ...
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