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Fundamentals of Marketing Student Resources is no longer available and it was replaced by Fundamentals of Marketing 2e.
Research Insight 4.2
Research Insight 4.2
Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.
Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.
Source: Levitt, T. (2004), ‘Marketing myopia’, Harvard Business Review, July–August (originally published in 1960).
Abstract: https://hbr.org/2004/07/marketing-myopia
Insight: This is, perhaps, the most famous and celebrated article ever written on marketing. It won the author the McKinsey Award. It has twice been reprinted in the Harvard Business Review. The central thesis of the article, as true today as it was in 1960, is that companies must monitor change in the external environment and keep abreast of their customers’ needs or they risk decline.