Can I read An Analysis of Theodore Levitt's Marketing Myopia on EtoBox?

An Analysis of Theodore Levitt's Marketing Myopia by Monique Diderich;Elizabeth Mamali; is a book available to read on EtoBox.

What is An Analysis of Theodore Levitt's Marketing Myopia about?

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

Author

Monique Diderich;Elizabeth Mamali;

Publisher

CRC Press LLC

Published

2017

Language

EN

ISBN

9781912302161

Subjects

Business, Literary Criticism, Marketing