Theodore Levitt: Quotes about ideas and thoughts

Theodore Levitt was American economist and professor at Harvard Business School. Explore interesting quotes on idea.

Theodore Levitt: 16 quotes1 like

“The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.”

Theodore Levitt

Source: Marketing Myopia, 1960, p. 10

“Creativity thinks up new things. Innovation does new things. The difference speaks for itself. Yet the fluent advisers to business seldom make the distinction. They tend to rate ideas more by their novelty than by their practicability.”

Theodore Levitt

Theodore Levitt (1974). Marketing for business growth, p. 71

“In business, the followers are the customers. To produce these customers, the entire corporation must be viewed as a customer-creating and customer satisfying organism. Management must think of itself not as producing products but as providing customer creating value satisfactions. It must push this idea (and everything it means and requires) into every nook and cranny of the organization.”

Theodore Levitt

Source: Marketing Myopia, 1960, p. 20-21