An Integrated View of Marketing Myopia
Article publication date: 1 March 1992
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.
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
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