Theodore Levitt, one of the most famous marketing researchers, emphasized the importance of:

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Theodore Levitt emphasized the importance of customer value, which refers to the benefits that customers receive from a product or service. This is often measured in terms of the perceived benefits compared to the cost or price of the product. Levitt argued that companies should focus on providing superior customer value in order to build long-term relationships with customers and achieve sustainable competitive advantage.

Theodore Levitt, One of the Most Famous Marketing Researchers, Emphasized