Marketing Myopia (Harvard Business Review Classics)

Surprised with its small size!

A must read for any Marketer worth their salt.

Excellent Book!Changed the way I though about my business and customers. Helped me realize what my true business is and how to better target my marketing. A must for every small business owner.

If you are in economics (line of work/student) this is a point of view you must master. Very old, still fresh.

Terrific book. Easy read and very deep in content. Seller provided fast and reliable shipping.

I was looking for something new about the marketing of commodities, don't know exactly how my search leaded me to this book, but anyway it was a boring one and didn't learn anything new

Levitt is famous for stating in this article that railroads floundered about 50-years ago because they saw themselves in the railroad business, not the transportation business; similarly with Hollywood more recently - seeing itself in the movie business instead of the entertainment business. However, to contend that railroads could have made serious inroads into trucking and aviation flies in the face of anti-trust law and the often-quoted 'stick to your knitting' rule.Levitt also says that there is no such thing as a growth industry - only companies organized and operated to create and capitalize on growth opportunities. Industries that assume themselves to be riding some automatic growth escalator invariably descend into stagnation. Four conditions usually guarantee this: 1)The belief that growth is assured by an expanding and more affluent population. 2)The belief there is no competitive substitute for the industry's major product. 3)Too much faith in mass production and the advantages of declining unit costs as output rises. 4)Preoccupation with a product that lends itself to carefully controlled scientific experimentation, improvement, and manufacturing cost reduction.

Not had the change to read all of it but the subject grabbed my attention!

As advertised, a good purchase.

Purchased for my boss, he said it was what he thought it would be.

I had to read this for class... But I actually enjoyed reading it ! It's really interesting and informative !

Superb narration on the subject