Myopia del marketing por theodore levitt biography

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    Marketing Myopia by Theodore Levitt

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    This document discusses a marketing group project on marketing myopia. The group members are listed. The document then summarizes Theodore Levitt's concept of marketing myopia from his Harvard Business Review article, which is that companies often focus too much on their products rather than customer needs. It provides examples of industries like railroads, movies, and oil that declined by narrowly defining themselves by their products instead of the customer benefits they provide.

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    This document discusses a marketing group project on marketing myopia. The group members are listed. The document then summarizes Theodore Levitt's concept of marketing myopia from his Harvard Business Review art

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    Theodore Levitt

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    Theodore Levitt: The Ultimate Writing Machine


    Stephen Brown marknadsföring Theory 2004 4: 209 DOI: 10.1177/1470593104045537 The online version of this article can be found at: http://mtq.sagepub.com/content/4/3/209

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    Volume 4(3): 209238 Copyright 2004 SAGE www.sagepublications.com DOI: 10.1177/1470593104045537

    articles

    Theodore Levitt: the ultimate writing machine


    Stephen Brown
    University of Ulster, UK

    Abstract. Professor Theodore Levitt is

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    MARKETING MYOPIA By Theodore Levitt

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    Harvard Business Review July-August 1960

    • Shortsighted managements often fail to recognize that in fact there is no such thing as a growth industry.

    MARKETING MYOPIA By Theodore Levitt Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very mueh in the shadow of decline. Others whieh are thought of as seasoned growth industries have actually stopped growing. In every case the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management.

    Fateful Purposes The failure is at the top. The exeeutives responsible for it, in the last analysis, are those who deal witb broad aims and policies. Thus: C The railroads did not stop j^rowing because tlie need for passenger and freight transportation declined. That grew. The railroads are in trouble today not because the need was filled by others

  • myopia del marketing por theodore levitt biography