Theodore Levitt is one of the most important contributors in globalization and its links with international marketing. He was born on March 1925 and he was economist at the Harvard business school. He made contributions so people can get aware of the term globalization and today it is among the most common terms we know. He reviewed many theories and suggested that it is better to make a customer than make money (Martin, 2007) Levitt’s work on international marketing and how globalization can change the methods of companies about markets and their customers is a turning point in international marketing. His work will be summarized now into key points so better understanding about the question could be created. His work suggests that markets are not saturated and this saturation cannot become the cause of shortage of demand it is because of the poor management of the companies. To attract customers it is important that companies view their customers as important and make customer satisfying organisms. Relationship between buyer and seller is not over after the purchase is made, relationship is started from that point and it is in the hands of the company to make or break this relationship (Levitt, 2007). There is no product or service like commodity all products and services are different and can be differentiated. Customers will never buy generic products rather they will go for the differentiated products that attract them. It is important to work on the quality rather than size of the market. For service oriented companies it is important that performance of the tasks in organization gets improvement (Baer, 2012). Technology today is the make or break point for the products and this is no longer a monopoly. Creativity once was enough but today it is not enough companies need to work on the size and quality of the market (Ismail, 2013).