Essays --

Theodore Levitts contribution to selling is undoubtedly un-measurable in either quantity, un-describable in a matter of words and unfathomable to any nonpargonil who did not have the chance to meet the legendary scholar. The German go to America after serving in the Second World War, where he received a PhD from the Ohio State University in economics. He later acted as a Professor in Harvard Business School and went on to find an editor for the Harvard Business Review (1985-1989). Through the captivating articles he wrote for this, he changed the face and idea of marketing completely. What could have once been summed up in four Ps price, product, place and promotion, now had depth, dimensions and true meaning. In a few short pages Levitt had the ability to expand, alter and moderinise marketing. The economist managed all this with his compelling article marketing Myopia in which he describes how in addition much attention is paid to the product and not enough to the con sumer. This was a foreign outlook, which no longer looked at just the physical uncorrupted and maximizing profits but at who was purchasing this product and attempting to cajole them to repeat purchase. He saw globalisation as a emerging phenomenon and saw standardisation as key to global success for a business. Theodore Levitt also had a profound impact on the lives of his students, colleagues, family and friends. He influenced them to cipher in new ways and to push the boundaries on how they saw the land. The German-American professor contributed greatly to the world of marketing and looked at businesses, selling products and organise and where and how to sell them, in a new light. Levitts article Marketing Myopia (1960), which won the McKinsey Award in 1960 (h... ...with the improvements in technology. Everyone wants what everyone else has. The days of customisation and originality are long gone. His ability to influence new thinkers was he greatest attributes. He was both provocative and startling which made him so bold and brilliant. throng were intimidated by his presence and wanted to keep up with him. His civilise of thought never stopped and he unconditionally allowed this brilliance to be shared with all of those whom he came into contact with. His writings and words touched(p) the lives of various people and allowed them to explore new areas. Theodore Levitts contribution to the marketing world knows no bounds nor will it ever. His simplistic, long-term, future focused ideas changed the world of business and served as a spin-off effect for other scholars allowing his work to assist in the future of marketing.