Marketing Myopia

It means a short-sighted approach to marketing by ignoring the need for customer orientation. The Originator of the phrase, Theodore Levitt, suggested that too many firms see marketing as a tool for selling the firm’s output. Instead, the seller should, ” take his cues from the buyer in such a way that the product becomes a consequence of the marketing effort, not vice versa.”

Within this model of good practice, ” building an effective customer-oriented company involves far more than good intentions or promotional tricks, it involve profound matters of human organization and leadership.”

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