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Marketing Myopia

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Abstract:

Since the publications of V. Packard's (1957) Hidden Persuaders and Levitt's (1960) "Marketing Myopia", Marketing as both an academic and business discipline has become more sophisticated in its methods and delivery, contributing to increasing prosperity. Yet to its detractors, Marketing should shoulder its share of blame for the growth of the excesses of consumerism and consumption, the widening gap between what the rich can and the poor cannot afford plus the problems created in cultural and lifestyle changes. Examples include the emergence of shopaholics, the slavish adulation to buying products on the basis of their leading brand names, violation of the environment, problems of pollution, wastage of resources and global warming. Are organisations so myopic in their marketing that they have become too self-interested in what they produce for profit? Headline grabbing news in the media about anti-corporate protesters and consumer groups attract more attention than cool objective statements from organisations in defence of their products, services and corporate entities. Are some organisations becoming product-oriented by believing their own marketing communications about their brands and paying lip service to growing consumer antipathy? Or is there too much subjectivity in the criticisms of the marketing of organisations? This special issue aims to explore the consequences of Marketing Myopia for marketing academics and practitioners.

Keywords: CONSUMER BEHAVIOUR; CONSUMERISM; CONSUMPTION; CUSTOMER BEHAVIOUR; DESHOPPING; INNOVATION; MARKETING MYOPIA; MARKETING PANACEAS; MARKETING TEACHING; RELATIONSHIP MARKETING

Document Type: Editorial

DOI: https://doi.org/10.1362/026725708X273957

Publication date: 2008-02-01

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