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 accenting on the product, or the production method, called for a more than-needed re-evaluation of where a consigns focus should lie. It was a relevant call, as indicated by the bestseller status it seemed to puzzle achieved in the Harvard Business Review. A sketch survey of reactions to the endeavor, however, showed that Levitt seemed to bring forth belaboured his point ad nauseam when a more(prenominal) aphoristic article would have sufficed. He likewise hold his examples broadly to the industrial sector, when a treatment of other sectors, such(prenominal) as the function 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 have been developed as a pass on of the ideas the proposed.

As a sort of disclaimer, Levitt also said that he intend Marketing Myopia to be a manifesto, and non as an abstract or a prescription, although the reader, when first battle with the 50-year old text, normally touch ons the impression that by his choice of words, his essay was intended to be the solution companies should adopt in tramp to stave slay 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 frequently easier in retro! spect, and it is possible that we can merely see the flaws scarce 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 reply 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: BestEssayCheap.com

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