Marketing Myopia: An Integrated View

Marketing Myopia: An Integrated View

Outlines the foundations and dimensions of marketing myopia and proposes a two-dimensional classification of its several types. Presents an integrated analysis which is intended to enrich, rather than replace, the existing explanations and to clarify and reinforce a caveat proposed 30 years ago. Mak...

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Veröffentlicht in:The journal of product & brand management 1993-03, Vol.2 (3), p.49-54
Hauptverfasser: Richard, Michael D, Womack, James A, Allaway, Arthur W
Format: Artikel
Sprache:eng
Schlagworte:
Breakfast foods
Chefs
Competition
Consumers
Corporate objectives
Definitions
Efficiency
Grocery stores
Market orientation
Market shares
Market strategy
Marketing
Marketing management
Marketing myopia
Marketing strategy
Product orientation
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Beschreibung
Zusammenfassung:Outlines the foundations and dimensions of marketing myopia and proposes a two-dimensional classification of its several types. Presents an integrated analysis which is intended to enrich, rather than replace, the existing explanations and to clarify and reinforce a caveat proposed 30 years ago. Makes a recommendation for seeking innovative marketing strategies which are designed to remove some of the myopia-caused restrictions on the range of strategic options.
ISSN:1061-0421
2054-1643
DOI:10.1108/EUM0000000002979