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In 1960, Harvard Business School professor Theodore Levitt launched the age of modern marketing with a Harvard Business Review article where he wove a powerful argument, saying that companies should stop defining themselves by what they produced and instead reorient themselves toward customer needs.
Using the decline of the U.S. railroad industry as an example, Levitt suggested that the railroads didn’t stop growing because the need for passenger and freight transportation declined. In fact, it was rapidly growing, but the need was being filled by other means of transportation like cars and airplanes.
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