Reaction to Marketing Myopita

CASTAÃ'EDA, LEONARD G.MARKMAAugust 11, 2012 ------------------------------------------------- RECTION PAPER TO MARKETING improvidence Theodore Levitts stress on the customers needs, as opposed to the stressing on the product, or the production method, called for a more than-needed re-evaluation of where a expects focus should lie. It was a relevant call, as indicated by the bestseller status it seemed to impart achieved in the Harvard Business Review. A plan survey of reactions to the endeavor, however, showed that Levitt seemed to exact belaboured his transmit ad nauseam when a more(prenominal) curt article would have sufficed. He withal hold his examples generally to the industrial sector, when a treatment of other sectors, such(prenominal) as the armed service sector, might have showed (or disproved) the likely normal applicability of what Levitt proposed. In his retrospective commentary, he complained just 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 withal said that he think merchandise Myopia to be a manifesto, and non as an epitome or a prescription, although the reader, when archetypical battle with the 50-year old text, unremarkably build ups the impression that by his survival of the fittest of words, his essay was intended to be the solution companies should adopt in tramp to stave clear up obsolescence. Another paper similarly illustrious that applying Levitts lessons also resulted in a naked marketing myopia because of its focus on customers and neglecting stakeholders. I must note, however, that reprimand is so such(prenominal) easier in retrospect, and it is possible that we gutter merely see the flaws evidently because we have learned so much since then from others who have taught and refined Levitts sign message. -------------------------------------------- [ 1 ]. Brown, Stephen, Reconsidering the Classics: Reader response to Marketing Myopia, journal of Marketing Management, 2005 [ 2 ]. Smith, N. Craig, et. Al. The New...If you want to get a full essay, coiffure it on our website: Orderessay

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