If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

Reconsidering the Classics: Reader Response to "Marketing Myopia"

$54.78 plus tax (Refund Policy)

Buy Article:


Reader-response is a leading school of literary criticism. More than a decade ago, Linda Scott argued that it should be applied to marketing and consumer research. Although considerable progress has been made since Scott's clarion call, reader responses to the marketing literature are conspicuous by their absence. This paper examines consumer reactions to a much-admired article, "Marketing Myopia" by Theodore Levitt. Over 200 readings reveal that, far from being regarded as a timeless marketing classic, Ted's article is considered tiresome at best and torture at worst. However, in keeping with Jauss's Rezeptionasthetik (reception theory), readers' prior expectations significantly influence their admittedly idiosyncratic responses to Levitt's widely-cited work of marketing literature.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257054307363

Publication date: June 1, 2005

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more