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Marketing Myopia (Harvard Business Review Classics) epub download

by Theordore Levitt


He wrote eight books on marketing, including Innovation in Marketing and The Marketing Imagination.

He wrote eight books on marketing, including Innovation in Marketing and The Marketing Imagination. Customers who bought this item also bought.

In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead. What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles.

Marketing Myopia book . In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that p. What business is your company really in?

Marketing Myopia is used in marketing as well as the title of a marketing paper written by Theodore Levitt.

Marketing Myopia is used in marketing as well as the title of a marketing paper written by Theodore Levitt.

In his four years in the job he had controversially transformed the publication from a dry academic journal to a readable management magazine that featured cartoons. The Marketing Imagination, Free Press, 1983. More management gurus.

Books related to HBR's 10 Must Reads on Strategic Marketing (with featured article "Marketing Myopia," by Theodore Levitt).

series HBR's 10 Must Reads. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. Books related to HBR's 10 Must Reads on Strategic Marketing (with featured article "Marketing Myopia," by Theodore Levitt).

They’d approach the customer as behavioral scientists rather than as marketing specialists, observing and collecting information about them, interacting with and learning from them, and synthesizing and disseminating what they learned.

HBR's 10 Must Reads on Strategic Marketing (with featured article Marketing Myopia, by Theodore Levitt). 42Readers 10Bookshelves. They’d approach the customer as behavioral scientists rather than as marketing specialists, observing and collecting information about them, interacting with and learning from them, and synthesizing and disseminating what they learned.

What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles.

In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.

Marketing Myopia (Harvard Business Review Classics) epub download

ISBN13: 978-1422126011

ISBN: 1422126013

Author: Theordore Levitt

Category: Business and Money

Subcategory: Marketing & Sales

Language: English

Publisher: Harvard Business Review Press (June 16, 2008)

Pages: 104 pages

ePUB size: 1965 kb

FB2 size: 1326 kb

Rating: 4.7

Votes: 996

Other Formats: rtf doc lit azw

Related to Marketing Myopia (Harvard Business Review Classics) ePub books

Yllk
A must read for any Marketer worth their salt.
Yllk
A must read for any Marketer worth their salt.
BoberMod
Surprised with its small size!
BoberMod
Surprised with its small size!
BlackHaze
Terrific book. Easy read and very deep in content. Seller provided fast and reliable shipping.
BlackHaze
Terrific book. Easy read and very deep in content. Seller provided fast and reliable shipping.
Cktiell
Excellent Book!
Changed the way I though about my business and customers. Helped me realize what my true business is and how to better target my marketing. A must for every small business owner.
Cktiell
Excellent Book!
Changed the way I though about my business and customers. Helped me realize what my true business is and how to better target my marketing. A must for every small business owner.
Tygralbine
If you are in economics (line of work/student) this is a point of view you must master. Very old, still fresh.
Tygralbine
If you are in economics (line of work/student) this is a point of view you must master. Very old, still fresh.
Nakora
I was looking for something new about the marketing of commodities, don't know exactly how my search leaded me to this book, but anyway it was a boring one and didn't learn anything new
Nakora
I was looking for something new about the marketing of commodities, don't know exactly how my search leaded me to this book, but anyway it was a boring one and didn't learn anything new
Wilalmaine
Levitt is famous for stating in this article that railroads floundered about 50-years ago because they saw themselves in the railroad business, not the transportation business; similarly with Hollywood more recently - seeing itself in the movie business instead of the entertainment business. However, to contend that railroads could have made serious inroads into trucking and aviation flies in the face of anti-trust law and the often-quoted 'stick to your knitting' rule.

Levitt also says that there is no such thing as a growth industry - only companies organized and operated to create and capitalize on growth opportunities. Industries that assume themselves to be riding some automatic growth escalator invariably descend into stagnation. Four conditions usually guarantee this: 1)The belief that growth is assured by an expanding and more affluent population. 2)The belief there is no competitive substitute for the industry's major product. 3)Too much faith in mass production and the advantages of declining unit costs as output rises. 4)Preoccupation with a product that lends itself to carefully controlled scientific experimentation, improvement, and manufacturing cost reduction.
Wilalmaine
Levitt is famous for stating in this article that railroads floundered about 50-years ago because they saw themselves in the railroad business, not the transportation business; similarly with Hollywood more recently - seeing itself in the movie business instead of the entertainment business. However, to contend that railroads could have made serious inroads into trucking and aviation flies in the face of anti-trust law and the often-quoted 'stick to your knitting' rule.

Levitt also says that there is no such thing as a growth industry - only companies organized and operated to create and capitalize on growth opportunities. Industries that assume themselves to be riding some automatic growth escalator invariably descend into stagnation. Four conditions usually guarantee this: 1)The belief that growth is assured by an expanding and more affluent population. 2)The belief there is no competitive substitute for the industry's major product. 3)Too much faith in mass production and the advantages of declining unit costs as output rises. 4)Preoccupation with a product that lends itself to carefully controlled scientific experimentation, improvement, and manufacturing cost reduction.