Reaction to Marketing Myopita

CASTAÃ'EDA, LEONARD G.MARKMAAugust 11, 2012 ------------------------------------------------- RECTION PAPER TO MARKETING MYOPIA Theodore Levitts stress on the customers needs, as opposed to the focalizationing on the product, or the production method, called for a more than-needed re-evaluation of where a files focus should lie. It was a relevant call, as indicated by the bestseller status it seemed to present achieved in the Harvard Business Review. A drafting survey of reactions to the endeavor, however, showed that Levitt seemed to expect belaboured his point ad nauseam when a more(prenominal) elliptic article would have sufficed. He also hold his examples broadly to the industrial sector, when a treatment of other sectors, such(prenominal) as the renovation sector, might have showed (or disproved) the seeming normal applicability of what Levitt proposed. In his retrospective commentary, he complained about the marketing mania that seemed to hav e been developed as a pass on of the ideas the proposed.

As a sort of disclaimer, Levitt also said that he mean Marketing Myopia to be a manifesto, and non as an digest or a prescription, although the reader, when first battle with the 50-year old text, usually fetchs the impression that by his choice of words, his essay was intended to be the solution companies should adopt in tramp to stave take obsolescence. Another paper also illustrious that applying Levitts lessons also resulted in a new marketing myopia because of its focus on customers and neglecting stakeholders. I must note, however, that reprimand is so a lot easier in retrospect, and it is possib! le that we can merely see the flaws evidently because we have learned so much since then from others who have taught and refined Levitts initial message. -------------------------------------------- [ 1 ]. Brown, Stephen, Reconsidering the Classics: Reader receipt to Marketing Myopia, journal of Marketing Management, 2005 [ 2 ]. Smith, N. Craig, et. Al. The New...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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