Marketing myopia





Marketing myopia is a disease rampant amoung business people. It is the
inability to see 'down the road'. Many business people make their decisions
based on current circumstances. They do not think about what will likely
occur in their industry in the future. The reason that short sightedness is
so common is that people feel that they can not accurately predict the
future. They are right, of course. But just because we cannot accurately
predict the future, that is no reason why we should not use the whole range
of business prediction techniques available to us to estimate future
circumstances as best we can.

The term was coined by Theodore Levitt in the 1960's.