Marketing Myopia revisited. A view through the 'coloured' looking glass of a client

Dhanajayan Kashyap

The paper represents some of the core concepts first put forward by Theodore Levitt in his epochal paper titled 'Marketing Myopia' linking failure of leadership and decline of industry'.

Marketing Myopia revisited. A view through the 'coloured' looking glass of a client

Dhanajayan Kashyap Unilever Arabia, United Arab Emirates

MARKETING MYOPIA: CORE CONCEPTS

Marketing Myopia was the title of the classic paper written by Theodore Levitt in 1960. Since then this phrase has become common parlance in management literature whilst the principles enunciated in that article have been less successful at taking root. The article provided a focus for the range of experience I have had as a buyer of research and therefore began by borrowing its contents unashamedly, and then decided why not also borrow the title....

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