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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)

Journal of Consumer Marketing

ISSN: 0736-3761

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.




Copyright © 1992, MCB UP Limited