Marketing myopia

Marketing myopia isdisease rampant among business people. It isinabilitysee 'downroad'. Many business people make their decisions based on current circumstances. They do not think about what will likely occurtheir industry infuture. The reason that short sightednessso commonthat people feel thatcan not accurately predictfuture. Theyright,course. But just because we cannot accurately predictfuture, thatno reason why we should not usewhole rangebusiness prediction techniques availableusestimate future circumstances as best we can.

The term was coined by Theodore Levitt in1960s.

See also: marketing, marketing management, marketing plan

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