The marketing myopia theory was proposed by theodore levitt the theory states that marketers should look towards the market and modify the company for an organization to be able to cater to the needs of a market, it not only needs to be technically sound but also consumer oriented.
Keywords: marketing myopia critique, theodore levitt theory the rapid increase in technology, economic downturn and globalization has led the businesses to reflect about their organizational goals and policies. Marketing myopia theodore levitt from the july–august 2004 issue what usually gets emphasized is selling, not marketing this is a mistake, since selling focuses on the needs of the seller.
Looking for mass production is selling, not marketing “the marketing effort is still viewed as a necessary consequence of the product – not vice versa, as it should be that is the legacy of mass production, with its parochial view that profit resides essentially in low-cost full production. 'marketing myopia' is a term coined by theodore levitt a business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather.
Marketing myopia is a term used in marketing as well as the title of a marketing paper written by theodore levitt this paper was first published in 1960 in the harvard business review, a journal of which he was an editor. In 1960, it was the american marketing professor theodore levitt who came up with the term and published it for the first time in an article in the marketing magazine harvard business review according to levitt, marketing myopia is something that many commercial organisations suffer from, namely that they have a short-sighted and inward.