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Dec 13, 2020Before studying to be a journalist, I had a remarkable experience at another college with Philip Kotler s marketing books, when I gained my first knowledge about that subject which, incidentally, I have always tried to employ in my professional career. One of the unforgettable lessons I studied in those books, which is part of Kotler s and other business philosophers thoughts, concerns what has been defined as marketing myopia, or a limited view of business.
An example of this is the famous case of railway companies from England and the United States that, instead of seeing themselves as transport providers, defined themselves as basic industries. The result of this was the emergence of car and truck companies that dethroned the powerful railways. Had the railway companies understood the historical moment in which they were inserted, they might have diversified their businesses and maintained their strength by selling cars.