{"product_id":"an-analysis-of-theodore-levitts-marketing-myopia-9781912127337","title":"An Analysis of Theodore Levitt's Marketing Myopia","description":"\u003cp\u003eTheodore Levitt's 1960 article \"Marketing Myopia\" is a business classic that earned its author the nickname \"the father of modern marketing\". It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life - in business and beyond. \u003c\/p\u003e \u003cp\u003eThe problem facing Levitt was the same problem that has confronted business after business for hundreds of years: how best to deal with slowing growth and eventual decline. Levitt studied many business empires - the railroads, for instance - that at a certain point simply shrivelled up and shrank to almost nothing. How, he asked, could businesses avoid such failures?\u003c\/p\u003e \u003cp\u003eHis approach and his solution comprise a concise demonstration of high-level problem solving at its best. Good problem solvers first identify what the problem is, then isolate the best methodology for solving it. And, as Levitt showed, a dose of creative thinking also helps. Levitt's insight was that falling sales are all about marketing, and marketing is about knowing your real business. The railroads misunderstood their real market: they weren't selling rail, they were selling transport. If they had understood that, they could have successfully taken advantage of new growth areas - truck haulage, for instance - rather than futilely scrabbling to sell rail to a saturated market.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eDr Monique Diderich\u003c\/strong\u003e holds a masters degree in psychology from the University of Groningen and a doctorate in sociology from the University of Nevada, Las Vegas.\u003c\/p\u003e\u003cbr\u003e","brand":"Macat Library","offers":[{"title":"Default Title","offer_id":50364037955858,"sku":"9781912127337","price":8.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_10fd92cf-c201-4ad8-81a0-4b4415c65886.jpg?v=1728423577","url":"https:\/\/surprise-castle.myshopify.com\/products\/an-analysis-of-theodore-levitts-marketing-myopia-9781912127337","provider":"Surprise Castle","version":"1.0","type":"link"}