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 *
* The full technique overview will be available soon. Contact us to register your interest in our business management platform, and learn all about Marketing Myopia.
Business Evidence
Strengths, weaknesses and examples of Marketing Myopia *
* The business evidence section is for premium members only. Please contact us about accessing the Business Evidence.
Business Application
Implementation, success factors and measures of Marketing Myopia *
* The business application section is for premium members only. Please contact us about accessing the Business application.
Professional Tools
Marketing Myopia videos and downloads *
* The professional tools section is for premium members only. Please contact us about accessing the professional tools.
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.
* The further reading section is for premium members only. Please contact us about accessing the further reading.
Learn more about KnowledgeBrief Manage and how you can equip yourself with the knowledge to succeed on Marketing Myopia and hundreds of other essential business management techniques