A book "Marketing shortsightedness" is in the format of the 10-minute reading : reviews of the best books, only most important and useful.Theodore Левитт was born in Germany in 1925. When a boy was 10 ago, his Jewish family emigrated in the USA. He grew in Deuteron, state Ohio. Serving out in an army, he began studies in Антиох-колледже, where got a baccalaureate, and a degree for economies got in University of Ohio. The teaching activity he began in University of North Dakota, and in 1959 joined the collective of Harvard school of business. From 1985 to 1990 of Левитт was an editor-in-chief Harvard Business Review. In 1983 he popularized a term "globalization", using him in the article of The Globalization of Markets1, in that told about the fadeaway of distinctions between countries.QUOTATION:"All businessmen must understand that business is a process of satisfaction client, but not process of producing goods. A company is begun with a client and his necessities, but not from a patent, raw material and salesmanship".

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