Marketing myopia

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<title>Marketing myopia</title>
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<namePart>Levitt, Theodore</namePart>
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<abstract>In this article the author introduces the famous question, "what business are you really in?" and with it the claim that, had railroad executives seen themselves  as being in the transportation business rather than the railroad business, they would have continued to grow. The article is as much about strategy  as it about marketing, but  it also introduced the most influential marketing ideas of the past half-century: that business will do better in the end if they concentrate on meeting customer's needs rather than on selling products </abstract>
<note type="statement of responsibility">Theodore Levitt</note>
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<text>July-August 2004 ; p. 138-149</text>
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