Marketing Presbyopia

Abstract

Thirty-four years have passed since Levitt diagnosed marketing myopia. Despite significant technological refinement allowing accurate perception of customer needs, short-sightedness persists. This paper offers a rediagnosis of the problem as marketing presbyopia and argues that adoption of the strategic marketing concept, coupled with recognition of marketing influence on environments, leads toward corrective trifocals.

Additional information

Notes on contributors

Jay L. Laughlin

Jay L. Laughlin, Ph.D. is an assistant professor of marketing at Kansas State University in Manhattan. He received his Ph.D. from Michigan State University in 1991. Dr. Laughlin has been published in the Journal of International Marketing, Journal of Marketing Education, Industrial Marketing Management, and International Journal of Management.

D. Wayne Norvell

D. Wayne Norvell, D.B.A. is a professor of marketing and the Director of the International Trade Institute at Kansas State University in Manhattan. He received his D.B.A. from Mississippi State University in 1973. Dr. Norvell has been published in the Journal of the Academy of Marketing Science, Industrial Marketing Management, Journal of Psychology and Marketing, International Management Journal, Issues in International Business, Journal of Applied Business Research, American Business Review, Journal of Business Strategy, and several other publications.

David M. Andrus

David M. Andrus, Ph.D. is a professor of marketing at Kansas State University in Manhattan. He received his Ph.D. from the University of Iowa in 1981. Dr. Andrus has been published in the Journal of Advertising Research, International Management Journal, Journal of the Academy of Marketing Science, Journal of Health Care Marketing, Journal of Professional Services Marketing, Journal of Business Strategy, Health Marketing Quarterly, Journal of Marketing Management and several other publications.