I had the privilege of interviewing the late, great, Professor Theodore Levitt who woke up the world of marketing with two seminal articles: ‘Marketing Myopia’ (1960) and the ‘Globalization of Markets’ (1983). In fact, he coined the term ‘globalization of markets’ and years later they are still debating whether Levitt was right. Of course he was. Watch the video. © PR Smith 1994 from the Marketing CDs series.