Marketers suffering from the new marketing myopia view the customer only as a. Some people experience late onset of myopia, emerging as a problem in middle age even if they have not experienced difficulties with vision during their childhood. Marketing myopia theodore levitt every major industry was once a growth industry. Below are some examples which put forward the phenomenon of marketing myopia and how can companies look beyond it. Myopia occurs if the cornea is curved too much or the eye is longer than normal.
Pdf marketing myopia by theodore levitt may boutaleb. Looking at the market from a myopic perspective results in the company ignoring the many opportunities and. The reason they defined their industry wrong was because they were railroadoriented in every major. At some point in its development, every industry can be considered a growth industry, based on. Secondo molti questa pubblicazione segno linizio del marketing moderno. Companies needs to give a more consumercentric goal to their business and think beyond just selling their products. Marketing myopia is used in marketing as well as the title of a marketing paper written by theodore levitt. Theodore levitts classic theory in under two minutes. These conditions mean the focus falls in front of the retina at the back of the eye instead of right on the retina and the image formed on the back of the eye is not as. Marketing myopia is the quintessential big hit hbr piece.
Video watch the latest explainer videos, case study discussions, and whiteboard sessions, featuring ideas and practical advice for leaders. If you are author or own the of this book, please report to us by using this dmca report form. Oct 29, 2014 marketing myopia hbr classic summary from reprint of the original 1960 article. Marketing myopia a watershed 5 life cycles and evolution 7 marketing misunderstood 8 the marketing function 9 relationship marketing 11 summary 14 references 15 further reading 15 2 postmodern marketing. What is marketing myopia and what does the theory suggest. Levitt, who was then a lecturer in business administration at the harvard busi. Pietro veragouth il marketing online e i suoi strumenti. How do i find theodore levitts classic hbr article.
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