Marketing myopia’ is a term coined by Theodore Levitt.
Marketing Paper: Myopia Assignment Instructions
You will write 1000 words minimum on the classic Theodore Levitt 1960 paper called Marketing Myopia. ‘Marketing myopia’ is a term coined by Theodore Levitt. A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs. This course is customer-centric. This assignment supports your thinking as you prepare your seminar paper on market disruption. As Theodore Levitt states, “Creativity is thinking up new things. Innovation is doing new things.” Three scholarly authored references required, including the Marketing Myopia article.
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