{"product_id":"9781912127337","title":"An Analysis of Theodore Levitt's Marketing Myopia by Monique Diderich","description":"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.\u003cbr\u003eBinding: Paperback \/ softback","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56308990247285,"sku":"9781912127337","price":6.5,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781912127337.jpg?v=1762809989","url":"https:\/\/backstory.london\/products\/9781912127337","provider":"Backstory","version":"1.0","type":"link"}