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“Marketing Myopia:” Definition and Key Characteristics
What is Marketing Myopia, and when a business suffers from it?
As Theodore Levitt states, “Creativity is thinking up new things. Innovation is doing new things.” Discuss the classic Theodore Levitt 1960 paper called Marketing Myopia. ‘Marketing myopia’ is a term coined by Theodore Levitt. A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs. Three scholarly authored references are required, including the “Marketing Myopia” article by Theodore Levitt.