Articles liés à Marketing Myopia
Synopsis
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.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l'auteur
Dr Monique Diderich holds a masters degree in psychology from the University of Groningen and a doctorate in sociology from the University of Nevada, Las Vegas.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Marketing Myopia
Edité par
Macat Library, 2017
ISBN 10 : 1912127334
ISBN 13 : 9781912127337
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An Analysis of Theodore Levitt's Marketing Myopia
Edité par
Macat International Limited, GB, 2017
ISBN 10 : 1912127334
ISBN 13 : 9781912127337
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Paperback. Etat : New. 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. N° de réf. du vendeur LU-9781912127337
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An Analysis of Theodore Levitt's Marketing Myopia
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An Analysis of Theodore Levitt's Marketing Myopia
Edité par
Macat International Limited, GB, 2017
ISBN 10 : 1912127334
ISBN 13 : 9781912127337
Neuf
Paperback
Vendeur : Rarewaves.com USA, London, LONDO, Royaume-Uni
Évaluation du vendeur 5 sur 5 étoiles
Paperback. Etat : New. 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. N° de réf. du vendeur LU-9781912127337
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An Analysis of Theodore Levitt's Marketing Myopia (Paperback)
Edité par
Macat International Limited, London, 2017
ISBN 10 : 1912127334
ISBN 13 : 9781912127337
Neuf
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Paperback. Etat : new. Paperback. Theodore Levitts 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. Levitts insight was that falling sales are all about marketing, and marketing is about knowing your real business. The railroads misunderstood their real market: they werent 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. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. N° de réf. du vendeur 9781912127337
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An Analysis of Theodore Levitt's Marketing Myopia (The Macat Library)
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An Analysis of Theodore Levitt's Marketing Myopia
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An Analysis of Theodore Levitt's: Marketing Myopia
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MARKETING MYOPIA
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Paperback. Etat : Brand New. 92 pages. 7.76x5.12x1.97 inches. In Stock. N° de réf. du vendeur __1912127334
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