Download or read book Marketing Myopia written by Theodore Levitt and published by Harvard Business Press. This book was released on 2008 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Marketing Myopia written by Theodore Levitt and published by Harvard Business Review Press. This book was released on 2008-06-16 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Marketing Myopia written by Theodore Levitt and published by . This book was released on 1975-01-01 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book HBR s 10 Must Reads on Strategic Marketing with featured article Marketing Myopia by Theodore Levitt written by Harvard Business Review and published by Harvard Business Review Press. This book was released on 2013-04-02 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: • Figure out what business you’re really in • Create products that perform the jobs people need to get done • Get a bird’s-eye view of your brand’s strengths and weaknesses • Tap a market that’s larger than China and India combined • Deliver superior value to your B2B customers • End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR’s 10 Must Reads: The Essentials HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Teams

Download or read book An Analysis of Theodore Levitt s Marketing Myopia written by Monique Diderich and published by CRC Press. This book was released on 2017-07-05 with total page 93 pages. Available in PDF, EPUB and Kindle. Book excerpt: Theodore 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. The 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? His 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.

Download or read book Marketing Imagination written by Theodore Levitt and published by Simon and Schuster. This book was released on 1986-04-21 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: A unique approach to the marketing/ management concept discusses product and marketing objectives, the relationship between client and supplier, the industrialization of service, and other facets of effective marketing strategies.

Download or read book Ted Levitt on Marketing written by Theodore Levitt and published by . This book was released on 2006 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing for Business Growth written by Theodore Levitt and published by . This book was released on 1974 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book HBR s 10 Must Reads on Strategic Marketing with featured article Marketing Myopia by Theodore Levitt written by Harvard Business Review and published by Harvard Business Review Press. This book was released on 2013-03-12 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: Figure out what business you’re really in Create products that perform the jobs people need to get done Get a bird’s-eye view of your brand’s strengths and weaknesses Tap a market that’s larger than China and India combined Deliver superior value to your B2B customers End the war between sales and marketing

Download or read book Strategic Management and Myopia written by Wojciech Czakon and published by Routledge. This book was released on 2022-04-28 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book investigates the phenomenon of strategic myopia, which refers to important cognitive distortions that managers systematically display. It captures narrow views and preferences, which are likely to hurt firms’ long-term prospects. Instead of accusing managers of imperfections, opportunism, or blindness, this book explains how strategic myopia stems from individual dispositions, how it is shaped by team contingencies, and encouraged by organizations’ design. The reader will learn how a metaphor introduced to explain business failure evolved over decades to become a concept useful in understanding intertemporal choices, technology substitution, competitive advantage erosion, competitive blindspots, and missed opportunities. In addition to explaining the mechanisms that encourage myopic behaviors, readers are offered a set of effective ways to address strategic myopia. A key benefit of this work is that the structure of the book allows the use of chapters separately. The core message is that eliminating strategic myopia is hardly possible, and may actually hurt the firms’ short-term efficiency. However, organizations may develop capabilities, and implement designs that favor balancing the short-term benefits of myopia and alleviate its long-term drawbacks. This book will be of interest to scholars, researchers, advanced students and experienced managers in the fields of strategic management and organizational behavior.

Download or read book Marketing Innovations in the Automotive Industry written by Elena Candelo and published by Springer. This book was released on 2019-04-09 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by the modern digital revolution. The starting point for these proposals is a thorough analysis of the evolution of marketing in the industry across three ages of technological innovations – the mechanical, the electronic, and the digital. The main objectives are first, to illustrate how study of the past can help carmakers as they move forward into the unknown, and second, to identify the main choices that they will face. The central premise is that unusual times call for unusual strategies. By mining the past in order to foresee likely future developments regarding competition and marketing strategies within the car industry, the book will appeal both to researchers and to present or future managers in the automotive and other innovation-driven sectors.

Download or read book Different written by Youngme Moon and published by Currency. This book was released on 2011-09-06 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition? In today’s world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

Download or read book The 4 A s of Marketing written by Jagdish N. Sheth and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. (For example, none of us knew we "needed" an iPad until Apple created it.) That means not only ensuring that customers are aware of the product, but also ensuring that the product is affordable, accessible and acceptable to them.

Download or read book Writing Marketing written by Stephen Brown and published by SAGE. This book was released on 2005-09-15 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is a very diverse discipline, dealing with everything from the costs of globalization to the benefits of money-back guarantees. However, there is one thing that all marketing academics share. They are writers. They publish or perish. Their careers are advanced, and their reputations are enhanced, by the written word. Despite its importance, writing is rarely discussed, much less written about, by marketing scholars. It is one of the least understood, yet most significant, academic competencies. It is a competency in need of careful study. Writing Marketing is the first such study. It offers a detailed reading of five renowned marketing writers, ranging from Ted Levitt to Morris Holbrook, and draws lessons that can be adopted, with profit, by everyone else. Although it is not a `how to' book – there are no lengthy lists of dos and don'ts – Writing Marketing reveals that the `rules' of good writing are good for nothing. Written by Stephen Brown, whose own writing skills are much commented upon, Writing Marketing is insightful, illuminating and iconoclastic. It is a must read for every marketing academic, irrespective of their methodological inclinations or philosophical preferences.

Download or read book Marketing Myopia written by Monique Diderich and published by Macat Library. This book was released on 2017-07-04 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recognizing that companies went bust when the market for their products dried up, Levitt set out to learn why. The manifesto he produced aimed to upend conventional wisdom that viewed a company's product as paramount. Levitt saw the customer as central to the success of any business, and urged companies in every industry to look at their products from the customers' point of view.

Download or read book From Global to Metanational written by Yves L. Doz and published by Harvard Business Press. This book was released on 2001 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: For all interested in what it means to "go global," Doz (global technology and innovation) and his colleagues at INSEAD distinguish metanational from multinational companies and discuss how such companies (e.g., Nokia) innovate by effectively tapping globally dispersed knowledge about technology and consumer trends. They specify capabilities that this new breed of business needs to build and knowledge prospecting strategies. Annotation copyrighted by Book News, Inc., Portland, OR

Download or read book Marketing written by and published by Macmillan Education AU. This book was released on 1998 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Marketing: Managerial Foundations" provides students with a sound understanding of marketing theory and practice, and does so in an Australian and New Zealand context. It is an introductory text that goes beyond the prescriptive approach. It seeks to meet the needs of a discipline that is now accepted as a fundamental aspect of business and one which needs and deserves an academic base of context, concept and application. No theoretical stone is left unturned as good practice is supported by essential theoretical frameworks. Students will find more discussion of the various arguments that provide views on the foundations and application of marketing. Concepts such as relationship marketing are traced and explored. The book provides a strong foundation for the study of marketing and is essential reading for the newcomer to marketing as well as being a valuable reference for the marketing professional.