6061637

9781422126011

Marketing Myopia

Marketing Myopia
$13.02
$3.95 Shipping
  • Condition: New
  • Provider: Ergodebooks Contact
  • Provider Rating:
    82%
  • Ships From: Multiple Locations
  • Shipping: Standard
  • Comments: Buy with confidence. Excellent Customer Service & Return policy. Ships Fast. 24*7 Customer Service.

   30-day money back guarantee
$13.05
$3.95 Shipping
  • Condition: Good
  • Provider: Ergodebooks Contact
  • Provider Rating:
    82%
  • Ships From: Multiple Locations
  • Shipping: Standard
  • Comments: Buy with confidence. Excellent Customer Service & Return policy. Ships Fast. 24*7 Customer Service.

   30-day money back guarantee

Ask the provider about this item.

Most renters respond to questions in 48 hours or less.
The response will be emailed to you.
Cancel
  • ISBN-13: 9781422126011
  • ISBN: 1422126013
  • Publication Date: 2008
  • Publisher: Harvard Business School Press

AUTHOR

Levitt, Theodore

SUMMARY

At some point in its development, every industry can be considered a growth industry, based on the apparent superiority of its product. But in case after case, industries have fallen under the shadow of mismanagement. What usually gets emphasised is selling, not marketing. This is a mistake, because selling focuses on the needs of the seller, whereas marketing concentrates on the needs of the buyer. In this widely quoted and anthologised article, first published in 1960, Theodore Levitt argues that "the history of every dead and dying 'growth' industry shows a self-deceiving cycle of bountiful expansion and undetected decay." But, as he illustrates, memories are short. The railroads serve as an example of an industry whose failure to grow is due to a limited market view.Those behind the railroads are in trouble not because the need for passenger transportation has declined or even because cars, airplanes, and other modes of transport have filled that need. Rather, the industry is failing because those behind it assumed they were in the railroad business rather than the transportation business. They were railroad oriented instead of transportation oriented, product oriented instead of customer oriented. For companies to ensure continued evolution, they must define their industries broadly to take advantage of growth opportunities. They must ascertain and act on their customers' needs and desires, not bank on the presumed longevity of their products. In short, the best way for a firm to be lucky is to make its own luck. An organisation must learn to think of itself not as producing goods or services but as doing the things that will make people want to do business with it. And in every case, the chief executive is responsible for creating an environment that reflects this mission.Levitt, Theodore is the author of 'Marketing Myopia', published 2008 under ISBN 9781422126011 and ISBN 1422126013.

[read more]

Questions about purchases?

You can find lots of answers to common customer questions in our FAQs

View a detailed breakdown of our shipping prices

Learn about our return policy

Still need help? Feel free to contact us

View college textbooks by subject
and top textbooks for college

The ValoreBooks Guarantee

The ValoreBooks Guarantee

With our dedicated customer support team, 30-day no-questions-asked return policy, and our price match guarantee, you can rest easy knowing that we're doing everything we can to save you time, money, and stress.