Monique Diderich An Analysis of Theodore Levitt's Marketing Myopia (Paperback)Another great item from Rarewaves USA | Free delivery!
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Monique Diderich An Analysis of Theodore Levitt's Marketing Myopia (Paperback). Author: Monique Diderich. Title: An Analysis of Theodore Levitt's Marketing Myopia. Format: Paperback. Item Length: 129mm. Item Weight: 112g. Country/Region of Manufacture: GB. ISBN: 9781912127337. Condition: New. Further DetailsTitle: An Analysis of Theodore Levitt's Marketing Myopia Condition: New Author: Monique Diderich Format: Paperback EAN: 9781912127337 ISBN: 9781912127337 Publisher: Macat International Limited Genre: Business & Finance Release Date: 07/04/2017 Description: 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. Language: English Country/Region of Manufacture: GB Item Height: 198mm Item Length: 129mm Item Weight: 112g Series: Macat Library Release Year: 2017 Missing Information?Please contact us if any details are missing and where possible we will add the information to our listing.
