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Marketing myopia definition
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Service marketing differs from product marketing due to the fact that services are intangible and typically require personal interaction with the customer. Yet an understanding of this type of marketing is important since service jobs generate 74 percent of gross domestic product. Even though many of the tactics of product marketing (e.g., advertising) require only minor adaptation to be applied to services, the role of interpersonal relationships distinguishes service and product marketing in strategic vision and organizational considerations. This article explores some of the trends in service marketing as they relate to ...
Myopic, as the word itself has its meaning short sightedness . Marketing Myopia is an interesting as well as very important concept introduced by US marketing academician Ted Levitt for marketing management. According to him, most of the organizations are not able to reach their potential and pave the way for their fall because of their myopic approach. which is short sighted and self centered , they only focus on their firm or organization and its items/products in terms of their so called aim of fulfilling customer’s needs and wants. This concept was first discussed by Theodore C. ... Read More
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MARKETING MYOPIA DEFINITION
Global Markets by Theodore Levitt
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