An Analysis of Theodore Levitt's Marketing Myopia av Monique Diderich

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<P>Theodore Levitt¿s 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. </P><P>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?</P><P>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. Levitt¿s insight was that falling sales are all about marketi