Marketing Myopia
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Marketing Myopia
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Author : Theodore Levitt
language : en
Publisher: Harvard Business Press
Release Date : 2008
Marketing Myopia written by Theodore Levitt and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
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.
An Analysis Of Theodore Levitt S Marketing Myopia
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Author : Monique Diderich
language : en
Publisher: CRC Press
Release Date : 2017-07-05
An Analysis Of Theodore Levitt S Marketing Myopia written by Monique Diderich and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-05 with Business & Economics categories.
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.
Marketing Myopia
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Author : Theordore Levitt
language : en
Publisher: Harvard Business Review Press
Release Date : 2008-06-16
Marketing Myopia written by Theordore Levitt and has been published by Harvard Business Review Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-06-16 with Business & Economics categories.
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.
Hbr S 10 Must Reads On Strategic Marketing With Featured Article Marketing Myopia By Theodore Levitt
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Author : Harvard Business Review
language : en
Publisher: Harvard Business Review Press
Release Date : 2013-03-12
Hbr S 10 Must Reads On Strategic Marketing With Featured Article Marketing Myopia By Theodore Levitt written by Harvard Business Review and has been published by Harvard Business Review Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-12 with Business & Economics categories.
Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: Figure out what business you’re really in Create products that perform the jobs people need to get done Get a bird’s-eye view of your brand’s strengths and weaknesses Tap a market that’s larger than China and India combined Deliver superior value to your B2B customers End the war between sales and marketing
Marketing Myopia
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Author : Theodore Levitt
language : en
Publisher:
Release Date : 1975-01-01
Marketing Myopia written by Theodore Levitt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1975-01-01 with Marketing categories.
Marketing Myopia
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Author : Harvard Business Review Press
language : en
Publisher: Harvard Business School Press
Release Date : 2008-06-16
Marketing Myopia written by Harvard Business Review Press and has been published by Harvard Business School Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-06-16 with categories.
Marketing As A Business Discipline
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date :
Marketing As A Business Discipline written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
Marketing is both art and science. It is an intuitive skill and a set of principles soundly grounded in logic and academic scholarship. It reflects the individual experiences of companies across different industries, as well as a set of common principles that stem from these individual experiences and span companies and industries. Building on this view of marketing, this note addresses the essence of marketing as a business discipline, focusing on its role as a value-creator and the growth engine of an organization. The discussion of marketing as a business discipline is complemented by an in-depth overview of three additional topics: The historic role of the marketing function in business management, the marketing myopia phenomenon, and the role of frameworks in marketing management. This note is an excerpt (Chapter 1) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Marketing Wisdom
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Author : Kartikeya Kompella
language : en
Publisher: Springer
Release Date : 2018-08-30
Marketing Wisdom written by Kartikeya Kompella and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-08-30 with Business & Economics categories.
This book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases. This has served to enhance the content and put it in the readers’ current context. It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.
Levitt On Marketing
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Author : Theodore Levitt
language : en
Publisher: Harvard Business Review Press
Release Date : 1991
Levitt On Marketing written by Theodore Levitt and has been published by Harvard Business Review Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Business & Economics categories.
Few individuals have had such a dramatic impact on the conceptual basis of modern marketing as Theodore Levitt. This paperback offers a selection of Levitt's most influential essays published in the Harvard Business Review. From the classic Marketing Myopia to the Globalization of Markets, the ideas of Theodore Levitt belong in the repertoire of all marketing professionals.
Marketing Imagination
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Author : Theodore Levitt
language : en
Publisher: Simon and Schuster
Release Date : 1986-04-21
Marketing Imagination written by Theodore Levitt and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986-04-21 with Business & Economics categories.
A unique approach to the marketing/ management concept discusses product and marketing objectives, the relationship between client and supplier, the industrialization of service, and other facets of effective marketing strategies.