Theodore Levitt’s 1960 article “Marketing Myopia” is a business classic that earned its author the nickname “the father of modern marketing”. It is al

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 Market

Few individuals have had such a dramatic impact on the conceptual basis of modern marketing as Theodore Levitt. This paperback offers a selection of Levitt's mo

Theodore Levitt’s 1960 article “Marketing Myopia” is a business classic that earned its author the nickname “the father of modern marketing”. It is al

NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing