Richard, Michael D.; Womack, James A.; Allaway, Arthur W. - In: Journal of Product & Brand Management 2 (1993) 3, pp. 49-54
Outlines the foundations and dimensions of marketing myopia and proposes a two‐dimensional classification of its several types. Presents an integrated analysis which is intended to enrich, rather than replace, the existing explanations and to clarify and reinforce a caveat proposed 30 years...