{"product_id":"an-analysis-of-theodore-levitts-marketing-myopia-paperback","title":"An Analysis of Theodore Levitt's Marketing Myopia - Paperback","description":"\u003cp\u003eby \u003cb\u003eMonique Diderich\u003c\/b\u003e (Author), \u003cb\u003eElizabeth Mamali\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\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\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\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\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 94\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.19 x 7.81 x 5.06 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e July 04, 2017\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51776390922528,"sku":"9781912127337","price":14.51,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/033dfce01e5c645bc1a8de811ae7a770.webp?v=1780478688","url":"https:\/\/ebocreations.com\/products\/an-analysis-of-theodore-levitts-marketing-myopia-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}