ABSTRACT
In "Marketing Myopia," Theodore Levitt focuses on once-thriving businesses that had stopped growing, looking at several different business sectors to see if the businesses in them whose growth had slowed or stopped exhibited any common characteristics. To ensure that he would grab the attention of businesspeople, Levitt wrote his article as a manifesto and included real-life examples from a variety of business sectors, so managers of many different organizations could relate to his arguments. In "Marketing Myopia," Levitt examined a diverse array of industries: the railroads, the oil and petroleum industry, the automobile industry, and the movie industry. Businesses in each of these industries faced challenges due to changes in society– primarily from technological inventions and the newly expanding consumer market. The marketing scholar Neil Borden developed different elements to market products to consumers. He remained product-oriented, and saw advertising as central to marketing the product.
