Works
- The Marketing Mode: Pathways to Corporate Growth, 1969
In Thinking Tools
Known for
A Harvard Business School professor and editor of the Harvard Business Review, known for Marketing Myopia (1960). The Marketing Mode carries the line that people do not want a quarter-inch drill, they want a quarter-inch hole, which he credited to Leo McGivena.
Caveat: The drill and hole line is not his: he credited Leo McGivena, and Percy H. Whiting printed it in 1947.