Marketing Myopia - MKT/421

Summary of Marketing Myopia Theodore Levitt's work clearly lacks the sign of myopia; it is an early recognition of a phenomenon within most of the industries. Although, at the time, when this article was written, generally accepted marketing strategies and the idea of marketing mix were known to management, sales and marketing often got confused as the same method to distribute goods to consumers. Industries near-sightings stopped them to recognize the market's need. Managers kept …

…different reasons. Since Theodore Levitt's article got published in 1960, companies have paid more attention to identify the industry they exist within. In some extreme cases they developed a "marketing mania", where companies become so "aware" of every little change in customer needs that the mass production has turned into excessive time and resource consuming tasks. These companies became individual "work shop" companies. References: Levitt, Theodore Marketing Myopia, 1960 Retrieved November 28, 2005 from https://ecampus.phoenix.edu/secure