Name: An Analysis of Theodore Levitt's Marketing Myopia (en Inglés)
Price: 451.78 MXN
Availability: InStock
Author: Diderich, Monique ; Mamali, Elizabeth
ISBN: 9781912302161

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portada An Analysis of Theodore Levitt's Marketing Myopia (en Inglés)

Formato

Libro Físico

Autor

Monique Diderich

Elizabeth Mamali

Editorial

Macat Library

Idioma

Inglés

N° páginas

Encuadernación

Tapa Dura

Dimensiones

20.3 x 13.5 x 1.0 cm

Peso

0.23 kg.

ISBN13

9781912302161

N° edición

Categorías

Historia y crítica literaria
Gestión empresarial

An Analysis of Theodore Levitt's Marketing Myopia (en Inglés)

Monique Diderich (Autor) · Elizabeth Mamali (Autor) · Macat Library · Tapa Dura

Libro Físico

$ 451.78

$ 903.56

Ahorras: $ 451.78

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Origen: Reino Unido (Costos de importación incluídos en el precio)

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Reseña del libro "An Analysis of Theodore Levitt's Marketing Myopia (en Inglés)"

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.