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May 01, 2014

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Keith Jennings

In his legendary 1960 Harvard Business Review article "Marketing Myopia," Theodore Levitt introduced the question, "What business are you in?" A question far too few businesses ask themselves these days.

These four businesses have responded to that question (as operators as well as marketers). I wonder how this idea extends to job titles? Like business mashups, how could healthcare marketers, for example, discover niche opportunities beyond their current job title?

David Meerman Scott

Hi Keith, You're right that few people understand that question and why it is important. Thanks for the timely reminder.

Avil Beckford

David,

Now you've got me thinking about what a business mashup would look like for me. I have been jotting down notes since I read this post. I am not there yet, but at least you have forced me to start the journey. Thanks a million!

David Meerman Scott

Avil - Great. I'm doing some thinking of my own too!

Dara Lin

Making the business mashups is awesome. Like what you did on your Kenyon College Bookstore David, many bookstore don’t allow foods in their store that's why readers will leave what their reading and will grab something to eat somewhere. But here, they don't have to go anywhere, it's all in here already. it's very convenient and practical to everyone that's why many people love to hang up in these kind of shops.

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