Marketing Myopia

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May 22nd, 2021

In “Marketing Myopia,” a classic article published in the Harvard Business review in 1960, Theodore Levitt described aspects of marketing practice that Robert Palmatier and Shrihari Sridhar have also described in their book Marketing Strategy. How does the earlier work relate to the Four Principles? In other words, where does marketing myopia exist within the four principles and why?

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