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In this article, Theodore Levitt broadened the marketing concept by probing the history of industries which failed and are doomed to fail. According to the studies he made, firms go out of business because they took the customer and the market for their products for granted. He defined a firm's "business", its purpose, must not be static but must be constantly changing as the society and its needs change. There are three points of view that he emphasized in the subject of marketing myopia. These notions, nonetheless contrary to common beliefs are: shadow of obsolescence, production press…
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