THEODORE

LEVITT

PRESENTATION

REMYA.P

MTP, MBA

ASIET

Prof. Nimal C Namboodiripad

Biography

• Born on March 1st 1925 in Vollmerz, Germany.

• Did his Bachelors at Antioch College and PhD in Economics

from Ohio State University

• Joined the Harvard Business school (HBS) in 1959

• He was the editor of Harvard Business Review and was • He was the editor of Harvard Business Review and was instrumental in increasing its circulation

• He was an extraordinary researcher, teacher, writer and

mentor

• Died at the age of 81 on June 28, 2006

Honors

• Winner of Academy of Management Award of 1962

• Winner of John Hancock Award in 1969

• He was the “Marketing Man of the Year” 1970• He was the “Marketing Man of the Year” 1970

• Winner of George Gallup Award (1976) and Paul D Converse Award (1978) for marketing

• Winner of William M McFeely Award of the International Management Council in 1989

Books & Articles

• Marketing Myopia (1960)

• Thinking of Management(1991)

• Creativity Is Not Enough (1963 )

• Levitt on Marketing(1991)

• The Marketing Imagination (1983)• The Marketing Imagination (1983)

• After The Sale is Over(1983)

• Marketing for Business Growth(1974)

• The Globalization of Markets

• Marketing Intangible Products and Product Intangibles (1981 )

Contributions

• He is widely credited with coining the term “Globalization” through the article “Globalisation of Markets” in May-June 1983 HBR Issue

• He proposed a definition for Corporate purpose• He proposed a definition for Corporate purpose

• He wrote extensively and developed his ideas on the benefits and risk of marketing in a series of books and articles

• He is the author of numerous articles on economics, politics, management and marketing subjects

• Levitt made a key contribution to management theory in

the area of marketing

• His idea was that survival of firm depends on the customer

• He says selling is basic to the firm’s existence

Philosophy

• He argues that marketing is a much wider concept than

selling

• It is easy to produce goods much more difficult to sell them

in a competitive environment

• Marketing is neglected because firms feel secure

• Management has to be aware as to the activities outside

the industry also in order to survive

• They have to do constant research and development

activities which are consumer focused

• Objective – present and future should be clearly defined

Philosophy

• Objective – present and future should be clearly defined

• A firm must be looked at as a customer creating and

customer satisfying mechanism

• He advocated a marketing development department

Source: www.en.wikipedia.org/wiki/Theodore_Levitt