Theodore Levitt (economist)

Theodore Levitt was an influential economist and marketing expert best known for his work on how businesses should think about products and customer needs. He argued that companies often focus too much on their products rather than on solving customer problems. Levitt introduced the idea of "market orientation," emphasizing that successful businesses identify and satisfy customer desires to thrive. His famous 1960 article, "Marketing Myopia," urged firms to look beyond their existing products and understand the broader market for long-term growth. His ideas transformed marketing strategies and highlighted the importance of customer-centric thinking in business success.