If you read just one marketing article…

Over the years, I’ve been asked by a variety of people in leadership positions as to what I would recommending terms of essential readings on marketing.

My response is always the same: if you read just one marketing article, read Theodore Levitt’s Marketing Myopia. Written in 1960, it may seem dated in today’s world, and some of the examples needed refinement (he has published updates over the years), but the fundamental points of the article and the strategies remain, in my opinion, the most solid, best marketing strategic advice you can read.

What would be the one article you’d recommend?