Literature Review on Marketing Myopia

2738 WordsOct 7, 201211 Pages
Contents Article 1: Marketing Myopia 3 Article 2: An Integrated View of Marketing Myopia 4 Article 3: Beyond Marketing Myopia: The Service of Small Railroads 5 Article 4: Futuristics: Reducing Marketing Myopia 6 Article 5: Reconsidering the Classics: Reader Response to "Marketing Myopia" 7 Article 6: Global Marketing Myopia 8 Article 7: Editorial: Marketing Myopia 9 Article 8: Extending the marketing myopia concept to promote strategic agility 10 Article 9: The New Marketing Myopia 11 Article 10: Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm 12 Bibliography 13 Article 1: Marketing Myopia Every major industry was once a growth…show more content…
The article goes on to talk about one portion of the rail network increasingly recognized as not being myopic: the small railroads (called "regionals" if they are more than a few hundred miles long). Since 1970, shortlines and regionals have demonstrated that they are in the transportation or logistics business; they know they cannot survive with the mentality of simply running trains. Many of them offer value-added services, including learning customers ' supply chain needs to the point of being able to act as logistics consultants providing solutions. The article analyzes the example of June 1970 when Penn Central ran out of money and launched the largest bankruptcy case in US history. Article 4: Futuristics: Reducing Marketing Myopia Futuristics is the study of the future. Marketing is one discipline which can benefit greatly from futuristics. Futuristics can be used to generate new product ideas. Also, a market planner with a solid knowledge of futuristics and prepare more useful marketing plans than one without this knowledge. After all, every firm can be affected by some change in its technological, economic, sociological, cultural, legal, political, or competitive environment. At the very least, futuristics encourages a future orientation. Indeed, many large corporations, including General Electric, General Foods, IBM, and Mobil, are involved to some extent in future research. Marketing myopia occurs not only
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