Seeing the Big Picture: Avoiding Marketing Myopia and Focusing on Customer Needs

Seeing the Big Picture: Avoiding Marketing Myopia and Focusing on Customer Needs

In 1960, Harvard Business School professor Theodore Levitt came up with the term “marketing myopia” to describe how companies often make the mistake of focusing too much on their own products and industries instead of the needs and wants of their customers. Levitt said that companies that don’t change to meet their customers’ changing needs […]

BOOK REVIEW: INFLUENCE: SCIENCE AND PRACTICE BY ROBERT CIALDINI

Book Review: Influence: Science and Practice by Robert Cialdini

Influence: Science and Practice by Robert Cialdini “Influence: Science and Practice” by Robert Cialdini is a book that explores the psychology of persuasion and the various tactics people use to influence others. The author draws on years of research in social psychology to explain how six key principles – reciprocity, commitment and consistency, social proof, […]

Book Review: Selling the Invisible: A Field Guide to Modern Marketing

Selling the Invisible: A Field Guide to Modern Marketing “Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith is a marketing guidebook that focuses on the unique challenges of marketing services rather than physical products. The book provides insights on how to sell intangible services effectively by identifying and addressing the concerns […]