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English
Harvard Business Review Press
17 June 2008
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 Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.
By:  
Imprint:   Harvard Business Review Press
Country of Publication:   United States
Dimensions:   Height: 165mm,  Width: 106mm,  Spine: 6mm
Weight:   85g
ISBN:   9781422126011
ISBN 10:   1422126013
Series:   Harvard Business Review Classics
Pages:   104
Publication Date:  
Audience:   General/trade ,  ELT Advanced
Format:   Paperback
Publisher's Status:   Active

Theodore Levitt was the Edward W. Carter Professor of Business Administration Emeritus at the Harvard Business School and former editor of the Harvard Business Review.

Reviews for Marketing Myopia

Alt-rock noise icons of the '80s and '90s receive an exhausting bio.Music scribe Browne (Dream Brother: The Lives and Music of Jeff and Tim Buckley, 2001, etc.) wrestles at unsatisfying length with the music and career of Sonic Youth. Much of the early going is devoted to Connecticut-raised guitarist Thurston Moore's apprenticeship in the '70s New York punk scene and California-bred bassist Kim Gordon's in the L.A. art world. In the East Village, the couple (who would later wed) hooked up with guitarist Lee Ranaldo, whose work with avant-noise axeman Rhys Chatham was mirrored by Moore's tenure with the influential racket-monger Glenn Branca. With first drummer Bob Bert and latter-day skinman Steve Shelley, Sonic Youth created a flurry of forceful, inspired independent-label albums that melded battering detuned guitar work, hardcore punk energy and elusive pop-culture references to make them the darlings of the post-punk indie underground. Following the release of their two-LP 1988 masterwork Daydream Nation, the band began an uneasy but lucrative two-decade stint with major label Geffen Records, whose delusional executives believed their abrasive, experimental music could attain the same immense commercial success as pop-friendly grunge hitmakers Nirvana. Browne's recounting is awash in factoids that swamp the narrative. He is so intent on supplying details, no matter how minuscule or irrelevant, that the forest is swiftly obscured by the multitudinous trees. Judicious editing could have reduced the book's arduous length by a quarter; it could also have cut down on the cliched rock-crit adjective slinging with which Browne attempts to explicate Sonic Youth's complex music. Though the band members and their longtime associates sat for interviews, only Ranaldo is especially self-revelatory; Shelley seems merely petulant, while Moore and Gordon, whose career-long personal and professional relationship is the core of the tale, are extremely guarded.Overwritten yet strangely dispassionate sound and fury, signifying far less than Sonic Youth's ardent, explosive music. (Kirkus Reviews)


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