An Analysis of Theodore Levitt's Marketing Myopia by Diderich, Monique
An Analysis of Theodore Levitt's Marketing Myopia by Diderich, Monique

An Analysis of Theodore Levitt's Marketing Myopia

Theodore Levitt's 1960 article "Marketing Myopia" is a business classic that earned its author the nickname "the...
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$33.78 AUD
SKU: 9781912127337
Product Type: Books
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Author: Monique Diderich
Format: Paperback
Language: English
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An Analysis of Theodore Levitt's Marketing Myopia by Diderich, Monique

An Analysis of Theodore Levitt's Marketing Myopia

$33.78
An Analysis of Theodore Levitt's Marketing Myopia by Diderich, Monique

An Analysis of Theodore Levitt's Marketing Myopia

$33.78
Author: Monique Diderich
Format: Paperback
Language: English
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.



Author: Monique Diderich, Elizabeth Mamali
Publisher: Macat Library
Published: 07/04/2017
Pages: 94
Binding Type: Paperback
Weight: 0.22lbs
Size: 7.81h x 5.06w x 0.19d
ISBN: 9781912127337

About the Author

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.




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