与其说西奥多·莱维特是一名营销学家,不如说他是一名战略思想家。1960年,他发表成名作《营销短视症》,这篇论文奠定了他在营销史上的地位,此后他又陆续发表多篇论述营销的文章。但综观他的营销思想,我们不难发现,莱维特并非在工具和方法层面上讨论营销,而重在 Not so much as Theodor Levitt is a marketing scientist, but rather as a strategic thinker. In 1960, he published his famous work “Marketing Shortsightedness,” which laid down his position in the history of marketing. Since then, he has published many articles on marketing. But looking at his marketing ideas, we can easily see that Levitt is not discussing marketing at the level of tools and methods, but