{"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\u003cb\u003eAuthor:\u003c\/b\u003e \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=AUTH-4526950\"\u003eMonique Diderich\u003c\/a\u003e, \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=AUTH-11250911\"\u003eElizabeth Mamali\u003c\/a\u003e\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Macat Library\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 07\/04\/2017\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 94\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.22lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 7.81h x 5.06w x 0.19d\u003cbr\u003e\u003cb\u003eISBN13:\u003c\/b\u003e 9781912127337\u003cbr\u003e\u003cb\u003eISBN10:\u003c\/b\u003e 1912127334\u003cbr\u003e\u003cb\u003eBISAC Categories:\u003c\/b\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS000000\"\u003eGeneral\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-LIT\"\u003eLiterary Criticism\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-LIT000000\"\u003eGeneral\u003c\/a\u003e\u003cbr\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\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\u003cp\u003e\u003ci\u003eThis title is not returnable\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Macat Library","offers":[{"title":"Default Title","offer_id":44489414738157,"sku":"9781912127337","price":13.43,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0550\/8097\/6621\/products\/img_b211cafb-9f47-49e8-9c1f-6172e048a8a2.jpg?v=1700866905","url":"https:\/\/sureshotbooks.com\/products\/an-analysis-of-theodore-levitts-marketing-myopia-9781912127337","provider":"SureShot Books Publishing LLC","version":"1.0","type":"link"}