Marketing Myopia- Causes and Prevention - Marketing Myopia re-interpretation of.doc

 PAGE \* MERGEFORMAT 14 Marketing Myopia: Causes and Prevention - Marketing Myopia re-interpretation of A marketing presentation and the concept of Myopia ‘Marketing Myopia’ (Marketing Myopia) is the Theodore Levitt 1960, published in the ‘Harvard Business Review’ on a marketing theory and practice for the far-reaching impact of papers. Paper repeatedly selected ‘Marketing Classics’ (Marketing Classics), and widely circulated in the enterprise managers. The author in 1975 of a retrospective review (Retrospective Commentary) mentioned in this paper caused a sensation impact the author himself did not expect: Because a comprehensive customer-oriented marketing is not the authors put forward the concept of initiative, but Peter F. Drucker and others have already put forward the idea, the author, but that it should be done in a simple, straightforward and a lively and vigorous way out of their presentation. The author is a humble, but even a comprehensive customer-oriented marketing is not the author’s pioneering ideas to make it in a resounding voice in the community and the practitioners of the theory lead to a conceptual revolution, the author is withheld. I think that the article was able to place such a large impact, the reason is: First, although the overall customer-oriented marketing concept as early as the Prophet to be raised by a number of management, but they were making such ideas, may be beyond the era in which they (a buyer’s market has not yet formed), the author of his proposed Shique again just to meet the demands of the times (a seller’s market has gradually been replaced by a buyer’s market, marketing has become the concern of business managers the central issue); second, ‘Marketing Myopia’ in fact has become a common problem when business managers, but they have no idea, the author can be described as a dreamer to awaken; third, the author of the rise and fall of the evolution for the industry (for example, the oil industry) has a profound un