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RECTION PAPER TO MARKETING MYOPIA
Theodore Levitts stress on the customers needs, as opposed to the focusing on the product, or the production method, called for a more than-needed re-evaluation of where a lodges focus should lie. It was a relevant call, as indicated by the bestseller status it seemed to have achieved in the Harvard Business Review. A drawing survey of reactions to the endeavor, however, showed that Levitt seemed to have belaboured his point ad nauseam when a more(prenominal) concise article would have sufficed. He also hold his examples mostly to the industrial sector, when a treatment of other sectors, such(prenominal) as the service sector, might have showed (or disproved) the seeming normal applicability of what Levitt proposed.
In his retrospective commentary, he complained about the marketing mania that seemed to have been developed as a pass on of the ideas the proposed.
As a sort of disclaimer, Levitt also said that he intended Marketing Myopia to be a manifesto, and non as an analysis or a prescription, although the reader, when first battle with the 50-year old text, usually gets the impression that by his choice of words, his essay was intended to be the solution companies should adopt in tramp to stave off obsolescence. Another paper also illustrious that applying Levitts lessons also resulted in a new marketing myopia because of its focus on customers and neglecting stakeholders. I must note, however, that reprimand is so much easier in retrospect, and it is possible that we can merely see the flaws simply because we have learned so much since then from others who have taught and refined Levitts initial message.
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[ 1 ]. Brown, Stephen, Reconsidering the Classics: Reader Response to Marketing Myopia, journal of Marketing Management, 2005
[ 2 ]. Smith, N. Craig, et. Al. The New...If you want to get a full essay, order it on our website: Ordercustompaper.com
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