Fuente: Marketing Myopia, 1960, p. 10
Theodore Levitt: Frases en inglés
Theodore Levitt (1974). Marketing for business growth, p. 71
Fuente: Marketing Myopia, 1960, p. 1; Lead paragraph
“People don't want to buy a quarter-inch drill, they want a quarter-inch hole.”
Theodore Levitt, cited in: Clayton Christensen (2016), The Clayton M. Christensen Reader. p. 46
Fuente: Marketing Myopia, 1960, p. 19
Fuente: Marketing Myopia, 1960, p. 15
Fuente: Marketing Myopia, 1960, p. 20-21