But levitt himself not only ends up endorsing selling. Marketing myopia theodore levitt every major industry was once a growth industry. Levitt was a marketing professor at harvard who has published many articles on the subject. Article by julia hanna published in working knowledge on december 17, 2008. Organizations exist to enable ordinary people to do extraordinary things. Marketing myopia was written by the late theodore levitt over 55 years ago. Revisiting theodore levitt and marketing myopia may 22, 2014 by greg hopper lessons from history. What business are you in classic advice from theodore levitt. In this article, the authors argue that marketers have learned this lesson too well, resulting today in a new form of marketing myopia, which also causes. The title of the article hints what it suggests, a shortsighted approach to marketing.
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. By closing this message, you are consenting to our use of cookies. During the past half century, in general, marketers have heeded levitts 1960 advice to avoid marketing myopia by focusing on customers. 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. Marketing myopia in his article marketing myopia, theodore levitt insists that failure in industries is at the top where executives deal with broad goals and policies.
Marketing myopia suggests that businesses will do better in the end if they concentrate on meeting customers needs rather than on selling products. Levitts fundamental question, what business are you in. Yet to its detractors, marketing should shoulder its share of blame for the growth of the. Professor theodore levitt is widely regarded as the poet laureate of the marketing academy. In a retrospective commentary, he considers the use and misuse that have been made of marketing myopia, describing its many interpretations and hypothesizing about its success.
We argue that they learned this lesson too well, resulting today in a new form of marketing myopia. Marketing myopia critique marketing myopia is an article written in 1960 by theodore levitt. Packards 1957 hidden persuaders and levitt s 1960 marketing myopia, marketing as both an academic and business discipline has become more sophisticated in its. Marketing myopia, a useful marketing strategy theory. During the past half century, in general, marketers have heeded levitt s 1960 advice to avoid marketing myopia by focusing on customers. Pdf marketing myopia download full pdf book download. Marketers suffering from the new marketing myopia view the customer only as a. The new marketing myopia during the past half century, in general, marketers have heeded levitt s 1960 advice to avoid marketing myopia by focusing on customers. A summary on marketing myopia marketing myopia is a term used in marketing which has been written by theodore levitt. Marketing myopia international journal of academic research and. Milestones in marketing we invited john quelch and katherine jocz, authors of. Alex elwood nikolas foster blake overall shaelee pittenger lorelei wilson what is myopia nearsightednessnot inherited. Theodore levitt said, in a widely quoted article, selling is preoccupied.
Marketing myopia hbr classic summary from reprint of the original 1960 article. Reducing marketing myopia futuristics is the study of the future. Levitt is one of the magazines most prolific contributors. 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 article s ideas and applications 15 further. Jun 21, 2019 the marketing myopia theory was proposed by theodore levitt. Marketing myopia theodore levittevery major industry was once a growth industry. Focusing on customers want rather than what the company wants page 10 not neglecting marketing 3. Not long after levitts 1960 seminal article, the marketing literature included. Marketing myopia essay example topics and well written. Use features like bookmarks, note taking and highlighting while. Ppt marketing myopia by theodore levitt powerpoint. 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 a. Many people in business today, despite not having read the article, subscribe to the idea. Theodore levitt s 1960 article marketing myopia is a business classic that earned its author the nickname the father of modern marketing.
In theodore levitts article, marketing myopia 1975, the concept of marketing was widened by examining the history of failed industries doomed to fail eventually. Most of the industries focus largely on their refined product and become victims of downfall in the longrun. In it, theodore levitt, who was then a lecturer in business administration at the harvard busi ness school, introduced the famous question, what business are you really in. 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 15 further. What is marketing myopia and what does the theory suggest.
Levitt, who was then a lecturer in business administration at the harvard busi. The article analyzes the example of june 1970 when penn central ran out of money and launched the largest bankruptcy case in us history. A free powerpoint ppt presentation displayed as a flash slide show on id. Christensen, theodore levitt, philip kotler, fred reichheld. Theodore levitts 1960 article marketing myopia is a business classic that earned its author the nickname the father of modern marketing.
The term was coined by the late harvard business school marketing professor, theodore levitt, in a 1960 article by the same name republished in 2004. Marketing myopia is the name given to companies that are shortsighted and look no further than their own product. Years ago, theodore levitt, a marketing professor at the harvard business school, published a popular article entitled marketing myopia. He defines marketing myopia using something he calls the selfdeceiving cycle. International journal of scientific and research publications, volume 7, issue 3, march 2017. Aug 22, 2016 the term was coined by the late harvard business school marketing professor, theodore levitt, in a 1960 article by the same name republished in 2004. How do i find theodore levitts classic hbr article. Theodore levitt s marketing myopia colin grant abstract. Marketing, corporate policy, vertical integration, masdar institute. Defining the market and understanding your customer page 1. B est of hbr 1960 sustained growth depends on how broadly you.
The marketing myopia theory was proposed by theodore levitt. In this article, the authors argue that marketers have learned this lesson too well, resulting today in a new form of marketing myopia, which also causes distortions in strategic vision and can lead to. Introduction the role of marketing is to make selling superfluous hereafter, called redundancy statement can be traced to the thought of two of the great management thinkersthedore levitt and peter drucker. 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. He identifies the four widespread myths that what business is your company really in. Marketing myopia an update how theodore levitt changed our. Marketing myopia is a term used in marketing as well as the title of an important marketing paper written by theodore levitt. What marketing was and has to return to a focus on knowing and serving. Pdf marketing myopia by theodore levitt may boutaleb. 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. Levitt propagated similar ideas in his classic marketing myopia levitt. The theory states that marketers should look towards the market and modify the company.
To learn about our use of cookies and how you can manage your cookie settings, please see our cookie policy. After reading it, you will understand the basics of this useful marketing strategy theory what is marketing myopia. Leading experts such as ted levitt and clayton christensen provide the insights and advice you need to. More than 1,000 companies ordered 35,000 reprints in the weeks after. Yet to its detractors, marketing should shoulder its share of blame for the growth of the excesses of consumerism and. Marketing myopia is a narrowminded approach to a marketing situation, wherein an organization focuses more on its product offerings rather than its customers and markets demand. Marketing is one discipline which can benefit greatly from futuristics. Other which are thought of asseasoned growth industries have stopped growing.
Excluding a product from a lineup when it is necessary reacting to the shift preferences of customers. As the name describes the story, basically this concept talks about short. 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. One of levitt s articles is entitled marketing success through differentiationof anything. Although the content of levitt s publications have been debated at length, his style has attracted much less academic attention. Oct 29, 2014 marketing myopia hbr classic summary from reprint of the original 1960 article. In theodore levitt s article, marketing myopia 1975, the concept of marketing was widened by examining the history of failed industries doomed to fail eventually. Hbrs 10 must reads on strategic marketing with featured. What usually gets emphasized is selling, not marketing. Download it once and read it on your kindle device, pc, phones or tablets.
In this article, the authors argue that marketers have learned this lesson too well, resulting today in a new form of marketing myopia, which also causes distortions in strategic vision and can lead to business failure. 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. Since then, the article has generated much critical acclaim and has gained almost cult status in the field of marketing. After reading it, you will understand the basics of this useful marketing strategy theory. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline. 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. The potential threat of marketing myopia explained with. This cycle consists of four conditions which cause companies to stop growing. Marketingwit provides you with more information about marketing myopia along with its examples and how to avoid it. We argue that they learned this lesson too well, resulting today in a new form of marketing myopia, which also causes distortions in strategic vision and can lead to business failure.
Marketing myopia is analogous to a product orientation, whereby the firm defines itself as a productproducer. The new marketing myopia abstract during the past half century, marketers generally have heeded levitt s 1960 advice to avoid marketing myopia by focusing on c ustomers. During the past half century, marketers generally have heeded levitt s 1960 advice to avoid marketing myopia by focusing on customers. Jul 04, 2015 a summary on marketing myopia marketing myopia is a term used in marketing which has been written by theodore levitt. At the time of the articles publication, theodore levitt was lecturer in business administration at the harvard business school. But some that are now riding a wave ofgrowth enthusiasm are very much in the shadow of decline. Industries failed to continue their growth not because of a saturated market but failure of proper management. Marketing myopia is the quintessential big hit hbr piece.
This article explains the concept of marketing myopia in a practical way. This term have been introduced by theodore levitt through an article entitled marketing myopia. Marketing myopia was initially described as a firms shortsightedness or narrowness when it is attempting to define its business. 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. Others dont, and the lessons of marketing myopia continue to apply fiftyfour years after publication. Marketing myopia is used in marketing as well as the title of a marketing paper written by theodore levitt. The philosophy or orientation presented by levitt still has profound implications for the discipline of logistics, even 40 years after the writing of his article. Levitt s fundamental question, what business are you in. Marketing myopia, a useful marketing strategy theory toolshero. His seminal, occasionally controversial, articles owe as much to their racy writing style as their provocative content. Marketing myopia, by theodore levitt 48 words 6 pages.
Levitt, the real theorist tried to narrate how some misconceptions or. We always know when an hbr article hits the big time. It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life in business and beyond. Free registered users may view 3 magazine articles per month. Analysis of theodore levitts marketing myopia bartleby. Theodore levitt, in his article marketing myopia, compels the readers to understand the importance of effectively set visions which are a catalyst for the companys success.
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