Marketing Myopia Essay
The marketing concept consists of elements that concern market segmentation and how it relates to target markets. Also, recall that promotion is used to reach those target markets. In this essay, define the marketing concept and summarize its relationship to marketing myopia. Give an example of marketing myopia that you have seen.
1-Essay must include an introduction.
2- Must also reference at least one journal article from the CSU Online Library and one article from a business-related or news website; therefore, your essay should be supported by at least two sources. (2, CSU Library articals are attached, must use one of the 2, and an additional source from business related news.)
3- Must be at least three pages in length and double-spaced—not counting the title and reference pages.
All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations.
Citation for the attached articles are:
Richard, M. D., Womack, J. A., & Allaway, A. W. (1993). Marketing myopia: An integrated view. The Journal of Product and Brand Management, 2(3), 49. Retrieved from https://search-proquest-com.libraryresources.columbiasouthern.edu/docview/220579945?accountid=33337
Smith, N. C., Drumwright, M. E., & Gentile, M. C. (2010). The new marketing myopia. Journal of Public Policy & Marketing, 29(1), 4-11. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=50171170&site=ehost-live&scope=site