marketing myopia

Concept introduced by US marketing academic Ted Levitt. He suggested that many companies were handicapped by adopting a short-sighted approach to marketing by viewing it only from the company's perspective as a tool for selling the company's goods. Instead companies should look at marketing from the customer's point of view. Therefore, a company that sells cooking appliances should not define its marketing in terms of the sales of cookers, but should see itself as a company concerned with cooking and the experience of cooking.