By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-639755.mp3
Memphis, TN – I had occasion recently to re-read the famous article, "Marketing Myopia." Written in 1960 by Harvard B School professor, Ted Levitt, it's credited by most as the defining treatise and founding date of marketing. There are many principles in the article, but the principal principle is the matter of how you define your business.