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The Gurus - Understand your market

50. Theodore Levitt interpreted for small business

Levitt was an academic, born in 1925,¬†who wrote on many areas of marketing and business strategy, including possibly introducing the concept of globalisation. But his main claim to fame is probably an article he wrote for the Harvard Business Review in 1959, entitled Marketing Myopia. This identified that most businesses were defining their market by […]

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