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Theodore Levitt

(1925—2006)


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(1925–2006)

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.


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