In this article, Theodore Levitt broadened the marketing concept by probing the history of industries which failed and are doomed to fail. According to the studies he made, firms go out of business because they took the customer and the market for their products for granted. He defined a firm's "business", its purpose, must not be static but must be constantly changing as the society and its needs change. There are three points of view …showed first 75 words of 909 total…

…showed last 75 words of 909 total…Knowing that marketing is an important function of any businesses, using this function and by not ignoring it, marketing myopia shall be a thing of the past. Just as in real-life myopia could be straightened out. By balancing business functions, giving importance to each of the functions and carefully studying every change(not just enforcing the obvious), would not just entail a 20/20 vision for the company but will help them see with an eagle's eye.