Theodore Levitt


Show Summary Details

Quick Reference


A leading marketing thinker, economist, and researcher, professor at Harvard Business School, credited with inventing the term globalization and approaches to marketing in global markets. His classic article, ‘*Marketing Myopia’(1960) taught a generation of marketers to better understand and articulate what business they are really in and what market they actually serve and to avoid an over-narrow definition of their marketplace. See also marketing strategy.

Subjects: Marketing.

Reference entries

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.