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Marketing Myopia
Af: Monique Diderich
Engelsk
Bogcover for Marketing Myopia af Monique Diderich, 9781912302161
Specifikationer
Sprog:
Engelsk
Sider:
94
ISBN-13:
9781912302161
Indbinding:
Hardback
ISBN-10:
1912302160
Kategori:
Udg. Dato:
15 jul 2017
Størrelse i cm:
Forlag:
Serie:
Oplagsdato:
15 jul 2017
Forfatter(e):
Genre:

Marketing Myopia

Af: Monique Diderich
Engelsk
Hardback 2017
Format:
Hardback
Bog beskrivelse

Theodore 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.

The 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?

His 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.

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Specifikationer
Sprog:
Engelsk
Sider:
94
ISBN-13:
9781912302161
Indbinding:
Hardback
ISBN-10:
1912302160
Kategori:
Udg. Dato:
15 jul 2017
Størrelse i cm:
Forlag:
Serie:
Oplagsdato:
15 jul 2017
Forfatter(e):
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