MARKETING PAPER: MYOPIA ASSIGNMENT INSTRUCTIONSYou will write 1000 words minimum on the classic Theodore Levitt 1960 paper calledMarketing Myopia. ‘Marketing myopia’ is a term coined by Theodore Levitt. A business suffersfrom marketing myopia when a company views marketing strictly from the standpoint of sellinga specific product rather than from the standpoint of fulfilling customer needs. This course iscustomer-centric. This assignment supports your thinking as you prepare your seminar paper onmarket disruption. As Theodore Levitt states, “Creativity is thinking up new things. Innovation isdoing new things.” Three scholarly authored references required, including the MarketingMyopia article.Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
The attached article is about American business topics. The book that is being used for this course is: Small Business Management: Launching and Growing
The attached article is about American business topics. The book that is being used for this course is: Small Business Management: Launching and Growing Entrepreneurial Ventures, 20th Edition, Cengage Learning. Longenecker, J., Petty, J., Palich, L., & Hoy, F. The format has to be exactly as the example: Summary: (3-Sentence