Marketing Myopia: An Integrated View

Abstract

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.

Citation

Richard, M.D., Womack, J.A. and Allaway, A.W. (1993), "Marketing Myopia: An Integrated View", Journal of Product & Brand Management, Vol. 2 No. 3, pp. 49-54. https://doi.org/10.1108/EUM0000000002979