PRESS QUERY: MC Magazine

From: <jeff_at_marketingcomputers.com>
Date: Wed, 13 Jan 1999 13:48:13 -0600 (CST)

For our March "Big Think" issue, we're celebrating the 40th
birthday of "Marketing Myopia," an all-time classic essay
published by Harvard B-school professor Ted Levitt in 1960.
I spent nearly three hours with the man while in Cambridge
last December, and I'm running a Q&A as part of our cover
story package. Also, with Levitt's help, I'm authoring a
sort of "Marketing Myopia 2000"--an update to the classic
essay, specific to the IT/Net communities. As part of that
update, I'll also be discussing Levitt's ideas on global
branding, as illuminated in his 1983 book "The Marketing
Imagination." I hope to quote some other marketing gurus on
Levitt's prescience over the years (Peters, Peppers,
McKenna, et al.), as well as some marketers themselves. Is
there anyone out there who has studied with Levitt and/or
has been influenced by his work? Got a story to tell...or
even a quick anecdote/quote? Do you feel "Marketing Myopia"
still applies, 40 years later? Does the railroad analogy
still apply--or have IT and the Internet indeed changed the
rules? Please send your thoughts/stories to me at
jeff_at_marketingcomputers.com. Oh, and this may be a bit on
the periphery for this group, but we're also doing a piece
in March on the importance of industrial design in
marketing. Any thoughts on that would be appreciated, too.


Send all responses to: jeff_at_marketingcomputers.com

thanks
j

--
Jeffrey O'Brien, editor
MC
Adweek Magazines
50 Francisco St., ste 130
San Francisco, CA 94133
415.986.1800 main
415.986.1165 fax
jeff_at_marketingcomputers.com
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Received on Wed Jan 13 1999 - 15:27:17 CST