Total product concept theodore levitt biography
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In technology-based companies, technical specifications favored by inside engineers, such as reliability and special features, are contrasted with factors that customers consider important such as product support, standards and company reputation.
Dynamic Product Perception
The concept of dynamic product perception (which describes the way products or ideas move through the innovation-adoption lifecycle) is a critical element in any discussion about intangible product attributes.
“He was arguably the best editor in HBR’s history,” said current editor Thomas Stewart. Later that year, he became world-renowned after publishing Marketing Myopia in Harvard Business Review where he asks "What business are you in?", a phrase that demands one account for the significance of the job one does.
He is widely credited with coining the term globalization through an article entitled "Globalization of Markets", which appeared in the May–June 1983 issue of Harvard Business Review.
Beyond that, he hardly changed a word of what I had written.”
In “Marketing Myopia,” Levitt made his now famous statement that “Marketing is a stepchild” in most corporations because of an overemphasis on creating and selling products. CHINES LANGUAG...)
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Levitt (1986-04-21)
Connections
Son of Boris and Recha (Gruenebaum) L.
M. Joan Levy, 1948; children: John M., Frances B., Kathryn L., Laura C., Peter K.
- Father:
- Boris Levitt
- Mother:
- Recha (Gruenebaum) Levitt
- Spouse:
- Joan Levy
- child:
- Frances B.
Levitt
- child:
- John M. Levitt
- child:
- Kathryn L. Levitt
- child:
- Laura C. Levitt
- child:
- Peter K.
Levitt
Professor Theodore Levitt, legendary marketing scholar and former Harvard Business Review editor, dead at 81
Harvard Business School Professor Emeritus Theodore (Ted) Levitt, a monumental and iconoclastic figure in the field of marketing and former editor of Harvard Business Review, who influenced generations of both scholars and practitioners with his groundbreaking, always provocative, and often controversial books and articles, died June 28 at his home in Belmont, Mass., after a long illness.
He was born in Vollmerz, Main-Kinzig-Kreis, Germany, and his family moved to Dayton, Ohio, when he was ten years old. He wrote several bestselling books on economics, politics, management theory, and marketing practice. I’ve got deep rewrites up to 12. It’s not to change the substance so much; it’s to change the pace, the sound, the sense of making progress – even the physical appearance of it.
All of us who have studied with him as students or colleagues are in great debt to him. He is credited with transforming the magazine from an academic periodical into a more accessible publication that focused on important ideas and practices that influenced a readership composed of top business leaders.
Among his innovations were shorter articles covering a broader range of topics, a more reader-friendly design, and the introduction of New Yorker-style cartoons to provide an amusing perspective on the world of business.
“With his enormous insight and wisdom, Ed Bursk, the then-editor of HBR, kept the first two words of the title and dropped the rest.
“I admit it’s written in a provocative way,” he said, “and that’s one reason it gets assigned all the time.”
Commenting on the status of globalization in 2003, Levitt said that he viewed overseas reaction against some American products as validating the notion of globalized markets. There is no replicating Ted Levitt.”
Harvard Business School’s Stephen Greyser explained the pattern of Levitt’s influence: “His primary goal was to influence practice via powerful ideas, typically articles.
He was also the author of numerous articles on economic, political, management, and marketing subjects.
Levitt died at home after a long illness.
Theodore Levitt Dead at 81 JUNE 29, 2006 Businessweek online Theodore Levitt, 81, Who Coined the Term "Globalization", Is Dead New York Times July 6, 2006 "Globalisation" inventor dies at 81, Friday 7 July 2006, NDTV.com.
Achievements
Theodore Levitt has been listed as a noteworthy Marketing educator by Marquis Who's Who.
Works
book
- Marketing Imagination, New, Expanded Edition
(Since its publication in 1983, The Marketing Imagination ...)
- THINKING ABOUT MANAGEMENT
(These 27 briefings expound the author's theories about th...)
- The Marketing Mode Pathways to Corporate Growth
(CHINESE LANGUAGE EDITION/3034 400510-4405.
“It was a strange, alien world. He was 81 years old.
Levitt joined the Harvard Business School (HBS) faculty in 1959 and quickly gained an international reputation as a scholar, writer, and teacher. By the time he retired from the active faculty in 1990, Levitt was considered one of the School’s living legends, a seminal scholar who had radically altered marketing both as a practice within corporations and industries and as a field of academic inquiry.
“Ted Levitt taught the first class I took as a student at Harvard Business School,” said HBS Dean Jay Light.
Education
He served in World World War II, received his high school diploma through correspondence school and then earned a bachelor"s at Antioch College and a Doctor of Philosophy in economics at Ohio State University.
Career
He was also editor of the Harvard Business Review and an editor who was especially noted for increasing the Review"s circulation and for popularizing the term globalization.
He is a giant in the history of Harvard Business School.”
Added John Quelch, Lincoln Filene Professor of Business Administration and a senior associate dean at the School, “Ted Levitt was the most influential and imaginative professor in marketing history.
- Marketing Imagination, New, Expanded Edition