“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.”

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

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Theodore Levitt8

American economist and professor at Harvard Business School 1925–2006

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