Definition of Marketing myopia
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Marketing myopia Definition from Business & Finance Dictionaries & Glossaries
MONASH Marketing Dictionary
short-sightedness in marketing; a failure by a firm to define its mission broadly enough result in the over-emphasis of product and the under-emphasis of customer needs and wants.
an influential article by U.S. academic, Theodore Levitt, published in Harvard Business Review in 1960; Levitt described the failure of management to define adequately the scope of their business as "marketing myopia".2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.
Raynet Business & Marketing Glossary
forgetting the basic marketing concept - the customer is king (M&S!!). Short term rather than long term thinking.Copyright © 2001, Ray Wright
Marketing myopia Definition from Encyclopedia Dictionaries & Glossaries
English Wikipedia - The Free Encyclopedia
Marketing Myopia is a term used in marketing as well as the title of an important marketing paper written by Theodore Levitt. This paper was first published in 1960 in the Harvard Business Review, a journal of which he was an editor. Marketing Myopia suggests that businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products.
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