{"product_id":"an-analysis-of-theodore-levitts-marketing-myopia-the-macat-library","title":"An Analysis of Theodore Levitts Marketing Myopia (The Macat Library)","description":"\u003cp\u003eTheodore 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.\u003c\/p\u003e","brand":"Routledge","offers":[{"title":"Default Title","offer_id":45888575963334,"sku":"DADAX1912127334","price":16.86,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0695\/9389\/1014\/files\/61hvis9tJbL.jpg?v=1779960034","url":"https:\/\/ergodemedia.com\/products\/an-analysis-of-theodore-levitts-marketing-myopia-the-macat-library","provider":"Ergodemedia","version":"1.0","type":"link"}