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Marketing Myopia - MKT/421
Summary of Marketing Myopia
Theodore Levitt's work clearly lacks the sign of myopia; it is an early recognition of a phenomenon within most of the industries. Although, at the time, when this article was written, generally accepted marketing strategies and the idea of marketing mix were known to management, sales and marketing often got confused as the same method to distribute goods to consumers. Industries near-sightings stopped them to recognize the market's need. Managers kept producing the same product regardless to the change of customer needs, and try to sell them on the market. …
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