Theodore Levitt's Marketing Myopia
Theodore Levitt criticizes John Kenneth Galbraith's view of advertising as artificial want creation, contending that its selling focus on the product fails to appreciate the marketing focus on the consumer. But Levitt himself not only ends up endorsing selling; he fails to confront the fact tha...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
1999
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| In: |
Journal of business ethics
Year: 1999, Volume: 18, Issue: 4, Pages: 397-406 |
| Further subjects: | B
Sophisticated Form
B Myopia B Economic Growth B Personal Preference B Marketing |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |