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17 November

Marketing Myopia Revisited

Posted by in Marketing on November 17, 2016
Marketing Myopia Revisited

You are defined by your customer. You are not in the business of whatever your product or service you sell, you are actually “a customer-creating and customer-satisfying organism,” as spoken by Theodore Levitt in his classic article “Marketing Myopia,” first published in 1960 by Harvard Business Review and revisited by Levitt in 2004. I was […]

7 November

The Voice of the Customer

Posted by in Marketing on November 7, 2016
The Voice of the Customer

We all know the central role that the customer has in business. But this doesn’t always translate into listening to the voice of the customer when it comes to product development, improving operations, marketing, and customer service, among other areas. Beyond listening to the customer, it is equally important to visibly demonstrate that your company […]