{"product_id":"an-analysis-of-theodore-levitts-marketi","title":"An Analysis Of Theodore Levitt's Marketi","description":"\u003cp\u003eTheodore 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. \u003c\/p\u003e\u003cp\u003eThe 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?\u003c\/p\u003e\u003cp\u003eHis 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.\u003c\/p\u003e","brand":"MediaPlace","offers":[{"title":"Default Title","offer_id":57310726816126,"sku":"NW9781912127337","price":8.67,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1379\/1261\/files\/9781912127337.jpg?v=1778583441","url":"https:\/\/mediaplace.com\/products\/an-analysis-of-theodore-levitts-marketi","provider":"MediaPlace","version":"1.0","type":"link"}