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MARKETING PAPER: MYOPIA ASSIGNMENT INSTRUCTIONS You will write a 4-page paper on the classic Theodore Levitt 1960 paper called Marketing Myopia. 'Marketing my

Aug 27, 2025 1 views

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MARKETING PAPER: MYOPIA ASSIGNMENT INSTRUCTIONS You will write a 4-page paper on the classic Theodore Levitt 1960 paper called Marketing Myopia. 'Marketing myopia' is a term coined by Theodore Levitt. A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs. This course is customer-centric. This assignment supports your thinking as you prepare your seminar paper on market disruption. As Theodore Levitt states, “Creativity is thinking up new things. Innovation is doing new things.”  4 scholarly authored references are required, including the Marketing Myopia article. Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.

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