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An Analysis of Theodore Levitt's Marketing Myopia

An Analysis of Theodore Levitt's Marketing Myopia

125 kr.

125 kr.

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Ons., 8 jan. - man., 13 jan.


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Åbent køb til og med 7/1-25


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Produktbeskrivelse

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.

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e114bedc-f62d-48d8-8669-df9f34dca415

An Analysis of Theodore Levitt's Marketing Myopia

125 kr.

125 kr.

På lager

Ons., 8 jan. - man., 13 jan.


Sikker betaling

Åbent køb til og med 7/1-25


Sælges og leveres af

Adlibris



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