'Better, Simpler Strategy': A New Book Tries to Simplify Business Value Creation
PHOTO: Daniel McCullough Back when I taught marketing, I would start the first class by asking students a simple question: What did you learn about the purpose of business in your finance class? Invariably they'd say the purpose of a business is to make money. I'd then ask, "How does a business make money?" Most students would stumble with this one. The smartest response is, "It depends on the kind of business you're in." With the stage set, I'd introduce students to Theodore Levittâs âMarketing Imagination.â Levitt said the purpose of a business is to create and keep a custom...
Source: cmswire.com