{"product_id":"analysis-of-theodore-levitts-marketing-myopia-hardback","title":"Analysis of Theodore Levitt's Marketing Myopia - Hardback","description":"\u003cp\u003eTheodore 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. \u003c\/p\u003e\u003cp\u003eThe 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?\u003c\/p\u003e\u003cp\u003eHis 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 marketing, and marketing is about knowing your real business. The railroads misunderstood their real market: they weren’t 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":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":45576046248174,"sku":"9781912302161","price":33.59,"currency_code":"AUD","in_stock":true}],"url":"https:\/\/bookland.com.au\/products\/analysis-of-theodore-levitts-marketing-myopia-hardback","provider":"Book Land AU","version":"1.0","type":"link"}