Marketing myopia revisited

Date of publication: March 1, 1996

Company: Unilever


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. Using those concepts, this paper tries to profile the response of the market research industry to the challenge of pressure on profits. Whilst identifying weaknesses, the paper puts forward some ways which agencies may wish to consider for future developments, thereby addressing some of the gaps in the customer value package offered.

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