An Analysis of Theodore Levitt's Marketing Myopia Paperback / softback
by Monique Diderich
Part of the The Macat Library series
Paperback / softback
Description
Theodore Levitt’s 1960 article “Marketing Myopia” is a business classic that earned its author the nickname “the father of modern marketing”.
It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life – in business and beyond.
The problem facing Levitt was the same problem that has confronted business after business for hundreds of years: how best to deal with slowing growth and eventual decline.
Levitt studied many business empires – the railroads, for instance – that at a certain point simply shrivelled up and shrank to almost nothing.
How, he asked, could businesses avoid such failures?His approach and his solution comprise a concise demonstration of high-level problem solving at its best.
Good problem solvers first identify what the problem is, then isolate the best methodology for solving it. And, as Levitt showed, a dose of creative thinking also helps.
Levitt’s insight was that falling sales are all about marketing, and marketing is about knowing your real business.
The railroads misunderstood their real market: they weren’t selling rail, they were selling transport.
If they had understood that, they could have successfully taken advantage of new growth areas – truck haulage, for instance – rather than futilely scrabbling to sell rail to a saturated market.
Information
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Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:94 pages
- Publisher:Macat International Limited
- Publication Date:04/07/2017
- Category:
- ISBN:9781912127337
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Information
-
Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:94 pages
- Publisher:Macat International Limited
- Publication Date:04/07/2017
- Category:
- ISBN:9781912127337
