An Analysis of Theodore Levitt's Marketing Myopia

Monique Diderich, Elizabeth Mamali

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English

Macat International Limited
04 July 2017

Business studies: general; Business strategy

Series: The Macat Library

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.

By: Monique Diderich, Elizabeth Mamali
Imprint: Macat International Limited
Country of Publication: United Kingdom
Dimensions: Height: 198mm, Width: 129mm,
Weight: 113g
ISBN: 9781912127337
ISBN 10: 1912127334
Series: The Macat Library
Pages: 94
Publication Date: 04 July 2017
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

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.