A marketing myopia is a very internal and company-specific perspective on marketing. It contradicts a more customer-centric marketing approach because the business focuses primarily on its own needs. This approach limits its ability to identify customer needs and preferences and to adapt to a changing marketplace.
"Marketing Myopia" is also the name of an award-winning article published in the Harvard Business Review in 1960 by marketing professor Theodore C. Levitt. The premise of Levitt's article was that some industries and companies aren't successful in marketing because they take a short-sighted and narrow view of the products and services they provide. In contrast, a customer-centric company is able to recognize the benefits and value it offers to customers.