Marketing Myopia


The concept reviews the term 'marketing myopia', which was proposed by Theodore Levitt in 1960, and expands the notion of marketing strategy beyond its current myopic focus on product positioning and branding.

Technique Overview

Marketing Myopia Definition

Marketing myopia develops when a company’s competitive domain is defined primarily according to its products rather than the needs of the market (Levitt, 1960). Marketing myopia proved to be a formative piece of work by Levitt and many other concepts in marketing and broader business strategy were based on findings from this theory.

Marketing Myopia Description *

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Business Evidence

Strengths, weaknesses and examples of Marketing Myopia *

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Business Application

Implementation, success factors and measures of Marketing Myopia *

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Professional Tools

Marketing Myopia videos and downloads *

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Further Reading

Marketing Myopia web and print resources *

Marketing Myopia references (4 of up to 20) *

  • Drummond, G., Ensor, J. and Ashford, R. (2008) Strategic Marketing: Planning and Control. Butterworth-Heinemann: Oxford, UK.
  • Grant, R.M. (2008) Contemporary Strategy Analysis. Blackwell Publishing: Oxford.
  • Hindle, T. (2008) Guide to Management Ideas and Gurus. The Economist/Profile Books Ltd, London.
  • Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management. Pearson Education: Essex, UK.

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