Marketing Myopia - Theodore Levitt
16 pages.  Publication date: Jul 01, 2004
<a href="http://www.casadogalo.com/marketingmyopia.pdf" rel="nofollow">http://www.casadogalo.com/marketingmyopia.pdf</a><p>At some point in its development, every industry can be considered a growth industry, based on the apparent superiority of its product. But in case after case, industries have fallen under the shadow of mismanagement. What usually gets emphasized is selling, not marketing. This is a mistake, because selling focuses on the needs of the seller, whereas marketing concentrates on the needs of the buyer. In this widely quoted and anthologized article, first published in 1960, Theodore Levitt argues that "the history of every dead and dying 'growth' industry shows a self-deceiving cycle of bountiful expansion and undetected decay." But, as he illustrates, memories are short.