Oct 29, 2014 marketing myopia hbr classic summary from reprint of the original 1960 article. The idea in brief the core idea the idea in practice putting the idea to work article summary marketing myopia a list of related materials, with annotations to guide further exploration of the articles ideas and applications. Drumwright, and mary c gentile during the past half century, in general, marketers have heeded levitt s 1960 advice to avoid marketing myopia by focusing on customers. According to levitt, marketing myopia is something that many commercial organisations suffer from, namely that they have a shortsighted and inward. Packards 1957 hidden persuaders and levitt s 1960 marketing myopia, marketing as both an academic and business discipline has become more sophisticated in its. When he wrote his piece, levitt was thinking specifically of businesses in highgrowth industries, who can become stuck in the belief that their industry will always be highgrowth and therefore. During the past half century, marketers generally have heeded levitts 1960 advice to avoid. Mar, 2018 marketing myopia is a concept developed by theodore c. In theodore levitts article, marketing myopia 1975, the concept of marketing was widened by examining the history of failed industries doomed to fail eventually. This paper was first published in 1960 in the harvard. Those companies that subscribed to levitts advice had grown leaps. Marketing myopia was written by the late theodore levitt over 55 years ago.
For decades, the term myopia is being used in human sciences referring to nearsightedness the ability to see near objects clearly but the inability to see the far off objects. Marketing myopia suggests that businesses will do better in the end if they concentrate on meeting customers needs rather than. Marketing myopia presented by ngan nguyen wangjung lee zhouyang lu theodore levitt author of the article professor at the harvard published six books died at 81. Pdf marketing myopia by theodore levitt may boutaleb.
Article by julia hanna published in working knowledge on december 17, 2008. Businesses will do better in the end if they concentrate on meeting customers needs rather than on selling products. May 06, 2008 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. Marketing myopia critique marketing myopia is an article written in 1960 by theodore levitt. Looking at the market from a myopic perspective results in the company ignoring the many opportunities and possibilities. The theory states that marketers should look towards the market and modify the company. Packards 1957 hidden persuaders and levitts 1960 marketing myopia, marketing as both an academic and business discipline has become more sophisticated in its. The new marketing myopia abstract during the past half century, marketers generally have heeded levitts 1960 advice to avoid marketing myopia by focusing on c ustomers. Marketing myopia is a term used in marketing which has been written by theodore levitt. But levitt himself not only ends up endorsing selling. Marketing myopia, a useful marketing strategy theory toolshero. Marketing myopia isbn 9781912302161 pdf epub monique. Marketing myopia, by theodore levitt 48 words 6 pages.
Analysis of theodore levitts marketing myopia bartleby. It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life in business and beyond. As the name describes the story, basically this concept talks about short. What usually gets emphasized is selling, not marketing. The title of the article hints what it suggests, a shortsighted approach to marketing. Marketing myopia theodore levitt every major industry was once a growth industry. Marketing myopia, a useful marketing strategy theory.
That is the legacy of mass production, with its parochial view that profit resides essentially in lowcost full production. Industries failed to continue their growth not because of a saturated market but failure of proper management. Marketing myopia by theodore levitt, 1960 summarymain idea. Theodore levitts 1960 article marketing myopia is a business classic that earned its author the nickname the father of modern marketing. In this widely quoted and anthologized article, first published in 1960, theodore levitt argues that the history of every dead and dying growth industry shows. According to the writer, businesses will do better in the end if they focus their attention on meeting customers needs rather than on selling products. Levitt believed that executives couldnt predict the. He identifies the four widespread myths that what business is your company really in. Yet to its detractors, marketing should shoulder its share of blame for the growth of the.
Looking for mass production is selling, not marketing. The marketing effort is still viewed as a necessary consequence of the product not vice versa, as it should be. Marketing myopia suggests that businesses will do better in the end if they concentrate on meeting customers needs rather than on selling products. Years ago, theodore levitt, a marketing professor at the harvard business school, published a popular article entitled marketing myopia. Jun 21, 2019 the marketing myopia theory was proposed by theodore levitt. Marketing myopia what is the concept of marketing myopia. Marketing myopia an update how theodore levitt changed. Many people in business today, despite not having read the article, subscribe to the idea. Aug 22, 2016 marketing myopia remains an important reminder of the risks your company runs if you dont pay close attention to your consumers needs. Levitts main thesis companies must stay relevant to survive. What is marketing myopia and what does the theory suggest. Marketing myopia refers to the phenomenon of not being able to see a long term and more sustainable goal for an organisation. In addition, the document will correlate levitts work in 1960 to contemporary marketing. Marketing myopia marketing myopia is a term used in marketing as well as the title of a marketing paper written by theodore levitt.
Understanding marketing myopia term coined by theodore levitt refer to the short sightedness the marketer wants to sell the product and services, without much focusing on the customer demandsneeds. Pdf marketing myopia download full pdf book download. The effect of levitt s marketing myopia can be seen throughout the oil industry. Marketing myopia by theodore levitt sustained growth depends on how broadly you. Both companies saw the need to diversify into other forms of energy alternatives rather than relying solely on oil. Ppt marketing myopia powerpoint presentation free to. Marketing myopia refers to a shortsighted approach to marketing that focuses more on the business and the product than the customer. How do i find theodore levitts classic hbr article. Theodore levitt s marketing myopia colin grant abstract. Theodore levitt s 1960 article marketing myopia is a business classic that earned its author the nickname the father of modern marketing. B est of hbr 1960 sustained growth depends on how broadly you.
Packards 1957 hidden persuaders and levitt s 1960 marketing myopia, marketing as both an academic and business discipline has become more sophisticated in its methods and delivery, contributing to increasing prosperity. Marketing myopia an update how theodore levitt changed our. For an organization to be able to cater to the needs of a market, it not only needs to be technically sound but also consumer oriented. Other which are thought of as seasoned growth industries have stopped growing. Sustained growth depends on how broadly you define your businessand how carefully you. New marketing myopia stems from three related phenomena. Theodore levitt, marketing myopia, contemporary marketing. It is also a beautiful demonstration of the problem solving. Levitt was a marketing professor at harvard who has published many articles on the subject. Theodore levitt criticizes john kenneth galbraiths view of advertising as artificial want creation, contending that its selling focus on the product fails to appreciate the marketing focus on the consumer. A free powerpoint ppt presentation displayed as a flash slide show on id. We argue that they learned this lesson too well, resulting today in a new form of marketing myopia.
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