ABSTRACT
In "Marketing Myopia," Theodore Levitt aims to demonstrate why once-thriving businesses experienced slowed or stopped growth. He has three intentions. The first is to define an important problem in the market that affected businesses across many industries; the second is to identify and detail the causes of that problem; finally he aims to provide solutions to remedy the problem. "Marketing Myopia" includes case studies of several different industries: the film industry, the automobile industry, the railroad industry, the oil and petroleum industry, and the grocery store industry. All these industries focused on making their products, assuming that consumers would buy them without the inducement of marketing. But Levitt observes that their actual market is the consumer buying the product, not the product itself. Product-oriented marketing seemed to work exceptionally well– for a time. Then companies found their growth slowing, even as the overall market grew.
