Marketing Myopia

by Theodore Levitt

What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles. 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. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.

Genres: Business, Nonfiction, Buisness, Entrepreneurship

104 pages, Paperback

First published May 6, 2008

Reviews

[Fritz Desir · Rating 4 out of 5]

What marketing was and has to return to (a focus on knowing and serving customer needs) if it has any chance of remaining relevant in an experience-driven, me-centered world. The rationale is covered here, beautifully and succinctly by Prof. Levitt. Recommended!

[Prakash · Rating 3 out of 5]

Its a very good book for the Marketing oriented people Specifically as this book incisively explains about the significance of being customer oriented company rather than being product oriented.

[ana clara]

O tema é interessante, mas que tortura ler qualquer coisa pra faculdade.

[Mellissa Riddle · Rating 4 out of 5]

Theodore Levitt writes a synopsis of the obsolescence of businesses. Contrary to the common notion that everything boils down to leadership and how you market and innovate, Levitt describes the more important underlying aspects of why businesses fail.

[Brad Everson · Rating 5 out of 5]

Thought provoking yet simple

[Milena · Rating 5 out of 5]

customer-oriented is better than product-oriented!

[Julie · Rating 4 out of 5]

A great short classic with old cases, but current strategic points. Very worth the quick read.

[Melsene G · Rating 4 out of 5]

This is a small handbook, and fast read, and has great insights about how to avoid management failure at the top. Get this in the hands of your marketing team. Examples: Railroads were railroad oriented and not transportation oriented. You need to be customer oriented, not product oriented. Hollywood thought it was in the movie business, not the entertainment business and should have welcomed television.

There are 4 conditions of dying 'growth' industries and the author focuses on petroleum, autos, and electronics. 1. The population myth: profits are assured by an expanding and more affluent population-this is not the case. 2. The petroleum industry failed to look outside their walls. Competition came from kerosene, the light bulb, coal, natural gas and petrochemicals, etc. 3. Mass production is not the answer to sales. Selling is preoccupied with the seller's need to convert product into cash and won't work. Marketing deals with the idea of satisfying the needs of the customer. Auto industry was product, not customer oriented (Ford). 4. Technical research and development won't ensure growth. Again, you need to be customer focused.

Organizations must think as buying customers and make people want to do business with their company. The CEO must set the company's style, direction, and goals and needs to know where he/she's going. In short, the consumer comes first.

[Stella · Rating 4 out of 5]

Unexpectedly inspirational. Did not think I'd get a business pep talk from this little book. Good foundation for customer-value driven strategy and the history of how it came to be, but babes felt outdated. I liked these quotes though.

"No organisation can achieve greatness without a rigorous leader who is driven onward by a PULSATING WILL TO SUCCEED."

"Unless a leader knows where she is going, any road will take her there."

[Gregory Kraus · Rating 5 out of 5]

A great book to read for anyone who is interested in sales, marketing, and business. In this book the failures of past industries are compared to the current business models. It is shown how relevance is finite and will go away if industry is not willing to change with the times.

[Alex · Rating 4 out of 5]

Very straight forward, entertaining, and informative read. Not many case studies from recent times obviously, given that the book is a bit dated. Still, the lessons contained within remain largely relevant.

[Alex · Rating 2 out of 5]

Somewhat thought provoking, but not as detailed in analysis as I would have hoped.

[Ronan Leonard · Rating 4 out of 5]

Worth the price just for the overall premise. That whatever business you think you are in, you are wrong and so pay attention to what the market wants not your product or service, or features.

[Steve Bargdill · Rating 2 out of 5]

It was okay. The take away is that you are not your product but your purpose is to fulfill needs

[Danae · Rating 4 out of 5]

Texto que presenta de manera simple y efectiva las técnicas necesarias para trabajar en marketing. Es una perspectiva académica y seria, alejada de la tendencia vendehumo de la actualidad.

[Colleen · Rating 4 out of 5]

A classic for a reason - anyone can get something out of this tiny book.

[William · Rating 4 out of 5]

I'm new to marketing but this is what marketing and business should be.