How to convert a tantalizing concept into a managerial instrument of competitive power by Theodore Levitt Most alert and thoughtful senior marketing executives are by now familiar with the concept ...

"Theodore Levitt's 'The Globalization of Markets': An Evaluation After Two Decades." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé, ...

Heskett, James L., and Theodore Levitt. "Note on Marketing Arithmetic and Related Marketing Terms." Harvard Business School Background Note 574-082, June 1974. (Revised April 1983.) ...

How to convert a tantalizing concept into a managerial instrument of competitive power by Theodore Levitt Most alert and thoughtful senior marketing executives are by now familiar with the concept ...