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Research papers

Marketing myopia revisited

The paper represents some of the core concepts first put forward by Theodore Levitt in his epochal paper titled Marketing Myopia linking failure of leadership and decline of industry. Using those concepts, this paper tries to profile the response of...

Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Dhananjayan Kashyap
Company: Unilever
March 1, 1996
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Citation

Kashyap, D. (1996a, March 01). Marketing myopia revisited . ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/marketing-myopia-revisited-