An Integrated View of Marketing Myopia
Michael D. Richard
(Assistant Professor of Marketing at Mississippi State University)
James A. Womack
(Graduate student at Auburn University)
Arthur W. Allaway
(Associate Professor of Marketing at the University of Alabama)
1445
Abstract
Examines the concept of marketing myopia, its different explanations and types. Organizes the four types of marketing myopia into a classification scheme, suggesting a new perspective which can produce innovative marketing strategies. Recommends five steps towards becoming an innovative firm: a generic firm/industry view, other‐industry monitoring, benchmarking, recruitment of marketers, and a flexible approach to problems.
Keywords
Citation
Richard, M.D., Womack, J.A. and Allaway, A.W. (1992), "An Integrated View of Marketing Myopia", Journal of Consumer Marketing, Vol. 9 No. 3, pp. 65-71. https://doi.org/10.1108/07363769210035242
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited