Literature Review on Marketing Myopia - 2738 Words

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 onlyShow MoreRelatedThe New Marketing Myopia7296 Words   |  30 PagesSocial Innovation Centre The New Marketing Myopia _______________ N. Craig SMITH Minette E. DRUMWRIGHT Mary C. GENTILE 2009/08/ISIC Electronic copy available at: http://ssrn.com/abstract=1336886 The New Marketing Myopia by N. Craig Smith* Minette E. Drumwright ** and Mary C. Gentile *** forthcoming in the Journal of Public Policy Marketing This paper can be downloaded without charge from the Social Science Research Network electronic library at: http://ssrn.com/abstract=1336886 Read MoreComparative Research On Green Marketing Essay1071 Words   |  5 PagesComparative research on green marketing in the food industry of China and U.S. -- based on Mengniu and Kellogg Literature review This review will consider the following aspects: The first is a general background of China and U.S. food market. The second illustrates the green marketing concept. The third describes the problems existing in the food industry of practicing green marketing. Finally, the aim of the project is stated. 1.1 Background of China andRead MoreKey Aspects Of Knowledge Gained From The Text That Impacted Me1680 Words   |  7 Pagesprocesses. 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