Книга «Маркетинговая близорукость» в формате 10-минутного чтения: обзоры лучших книг, только самое важное и полезное.

Теодор Левитт родился в Германии в 1925 году. Когда мальчику было 10 лет, его еврейская семья эмигрировала в США. Он вырос в Дейтоне, штат Огайо. Отслужив в армии, он начал учебу в Антиох-колледже, где получил степень бакалавра, а степень по экономики получил в Университете Огайо. Свою преподавательскую деятельность он начал в Университете Северной Дакоты, а в 1959 году присоединился к коллективу Гарвардской школы бизнеса. С 1985 по 1990 год Левитт был главным редактором Harvard Business Review. В 1983 году он популяризировал термин «глобализация», употребив его в своей статье The Globalization of Markets1, в которой рассказывал о постепенном исчезновении различий между странами.

ЦИТАТА: «Всем предпринимателям необходимо понять, что бизнес – это процесс удовлетворения клиента, а не процесс производства товара. Компания начинается с клиента и его потребностей, а не с патента, сырья и умения продавать».

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Про маркетинг написано столько, что невозможно прочесть за 10 жизней. Однако базовых идей в нем не более 3.

Автор 2 из них Теодор Левитт.

В далекие 60-е он увидел, что экономика меняет законы развития. Поняв в чем изменение, он объяснил, как надо смотреть на неё и на бизнес теперь и в дальнейшем. Объяснил просто, чтобы было понятно и академику и школьнику.

Затем в течении 60 лет вместо того, чтобы идти проложенным им курсом и развивать его идеи, авторы написали тоны книг-маркетинговых мифов и книг-маркетинговой «попсы». Их читать, слушать и использовать вредно.

Теодора Левитта читать и слушать необходимо.

Сопоставляя его видение, видение отца-основателя Адама Смита, и то, что происходит в экономике и бизнесе 21 века, становится понятны и предсказуемы грядущие изменения.

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