The concept of
marketing myopia was discussed in an article (titled "Marketing
Myopia," in July-August 1960 issue of the Harvard
Business Review) by Harvard Business School emeritus professor of
marketing, Theodore C. Levitt (1925-2006),
Meaning 1:
“A short-sighted, temporary, narrow down approach and inward looking approach
to marketing that focuses on the needs of the company
instead of defining the company and its products in terms of
the customers' needs and wants. It results in the failure to
see and adjust to the rapid changes in their markets.”
Meaning 2:
“When a firm changes its marketing focus from customer to its
product or the company itself, it is also called myopia”
