《Marketing_Myopia 》.pdf

BEST OF HBR 1960 Sustained growth depends on Marketing Myopia how broadly you define your business—and how carefully yo u ga uge your customers’ needs. by Theodore Levitt • Reprint R0407L Sustained growth depends on how broadly you define your business— and how carefully you gauge your customers’ needs. BEST OF HBR 1960 Marketing Myopia by Theodore Levitt We always know when an HBR article hits the big ucts. “Marketing Myopia” won the McKinsey time. Journalists write about it, pundits talk Award in 1960. D. about it, executives route copies of it around the E V organization, and its vocabulary becomes famil- Every major industry was once a growth in- R E S E iar to managers everywhere—sometimes to the dustry. But some that are now riding a wave of R S T point where they don’t even associate the words growth enthusiasm are very much in the H G I R with the original article. Most important, of shadow of decline. Others that are thought of L L A .