Title: Classic text all marketers should own and highlight
Product review: This is a collection of classic Ted Levitt articles from "Harvard Business Review." This is where you go to understand the concept of `total product' or `whole product' used by both Moore & Davidow in their marketing books. Those two authors, both of whom I recommend, are more oriented to high-tech. Don't limit your reading by ignoring one of their important influences.I strongly recommend supplementing industry- or market-specific books with Levitt's foundational classic. Every Product Manager and Engineering Manager should own this and read it. Levitt is mind expanding--once you've comprehended him, you realize that virtually everything a company does is relevant to marketing. Take its lessons to heart.
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