An Analysis of Theodore Levitt's Marketing Myopia  book cover
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An Analysis of Theodore Levitt's Marketing Myopia





ISBN 9781912127337
Published July 4, 2017 by Macat Library
94 Pages

 
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Book 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.

Table of Contents

Ways in to the text  

Who is Theodore Levitt? 

What does Marketing Myopia Say? 

Why does Marketing Myopia Matter?  

Section 1: Influences 

Module 1: The Author and the Historical Context 

Module 2: Academic Context 

Module 3: The Problem 

Module 4: The Author's Contribution 

Section 2: Ideas 

Module 5: Main Ideas 

Module 6: Secondary Ideas 

Module 7: Achievement 

Module 8: Place in the Author's Work 

Section 3: Impact 

Module 9: The First Responses 

Module 10: The Evolving Debate 

Module 11: Impact and Influence Today 

Module 12: Where Next? 

Glossary of Terms 

People Mentioned in the Text  

Works Cited

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Author(s)

Biography

Dr Monique Diderich holds a masters degree in psychology from the University of Groningen and a doctorate in sociology from the University of Nevada, Las Vegas.