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The New Marketing Myopia

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Executive Summary

During the past half century, marketers generally have heeded Levitt's (1960) advice to avoid "marketing myopia" by focusing on customers. The authors argue that they learned this lesson too well, resulting today in a new form of marketing myopia, which also causes distortions in strategic vision and can lead to business failure. The New Marketing Myopia stems from three related phenomena: 1) a single-minded focus on the customer to the exclusion of other stakeholders; 2) an overly narrow definition of the customer and his/her needs; and 3) a failure to recognize the changed societal context of business that necessitates addressing multiple stakeholders.

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