Theodore Levitt would rank among the giants in the field of marketing for the sheer clarity and the practicality of his ideas. Never would have any marketer be shaken by the sheer simplicity and the depth of this ideas than the the one's Levitt would have addressed.
His seminal work " Marketing Myopia" published by Harvard Business School is eighty one pages long. But it is the sheer depth of the ideas, that makes it an irresistible read. An essential re-read of any sales and marketing professional.
