Marketing Myopia-Know The Signs, Get The Cure

Asha Rathi
2018 Aayushi International Interdisciplinary Research Journal (AIIRJ) UGC Approved Sr.No   unpublished
Marketing Myopia is a term coined by Theodre Levitt and was first published in 1960 in the Harvard Business Review; he was editor of that journal. In earlier years marketing steps were taken as on basis of experience and once the company lead the market, the firm ponder that there is no other firm can come ahead of them because of the competence they have at particular time. But the topic is the firm have to be up-to-date, have to be innovative because firm have to provide such a product or
more » ... ch a product or services which cannot be easily duplicated so that they can have their competitive advantage over that augmented service or product they provide for long time. Present paper tries to understand signs of marketing myopia and how to care about it .This paper also suggest how we can get us safety from marketing myopia