Editorial: Marketing myopia

Wright, Len Tiu and Jayawardhena, Chanaka and Dennis, Charles (2008) Editorial: Marketing myopia. Journal of Marketing Management, 24 (1-2). pp. 131-134. ISSN 0267-257X

Full content URL: http://dx.doi.org/10.1362/026725708X273957

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Item Type:Article
Item Status:Live Archive

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.

Additional Information:Special issue: 1 - Creating the Service Experience, 2 - Marketing Myopia
Keywords:Marketing myopia, Consumerism, consumption, Consumer behaviour, Relationship marketing, Deshopping, Innovation, Marketing panaceas, Marketing teaching
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N240 Retail Management
C Biological Sciences > C890 Psychology not elsewhere classified
Divisions:Lincoln International Business School
ID Code:12929
Deposited On:10 Jan 2014 12:18

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