Marketing Presbyopia
Jay L. Laughlin, D. Wayne Norvell, David M. Andrus · The Journal of Marketing Theory and Practice · 1994
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.