ranslate the success into the microcomputer industry. Apple Computer, however, took a fresh look at the microcomputer, renamed it a "personal computer," made it look different from the competition, targeted an entirely different market from traditional computers, revolutionized the computer industry, and possibly ushered in the Information Age nearly unassisted (Levitt, 1986, p. 133). Apple was able to do this by using its marketing imagination.
Many organizations seem to have lost the emphasis on the customer and relationships with the customer that Levitt espouses. Companies are apparently unwilling to invest in the marketing necessary to reach their customers, and some companies appear to confuse marketing with advertising. Many managers focus on the "bottom line," which Levitt suggests should be secondary to finding and maintaining customers, and the result is that companies are struggling to maintain their market share as increased competition from throughout the world encroaches on once "safe" mark
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