Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya

Syed Marzuki, Sharifah Zannierah and Yahya, Wan Kalthom (2005) Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya. Jurnal Gading, 9 (2). pp. 171-182. ISSN 0128-5599

Abstract

It is commonly believed that marketing knowledge is useful. Marketing knowledge comes in many forms and perspectives. Sellers need buyers and vice versa. In marketing, a transaction will only be completed when there is an exchange from both parties. But selling, again, is not marketing. Selling concerns itself with the tricks and techniques of getting people to exchange their cash for the product. It is not concerned with the values that the exchange is all about. It does not as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs. The customer is somebody "out there" who, with proper cunning, can be separated from his loose change. Marketers must not ignore the marketing myopia that may exist between them and their customers.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Syed Marzuki, Sharifah Zannierah
szannierah@pahang.uitm.edu
Yahya, Wan Kalthom
wkalthom@pahang.edu.my
Subjects: H Social Sciences > HF Commerce > Business
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Consumer satisfaction
Divisions: Universiti Teknologi MARA, Pahang > Jengka Campus
Journal or Publication Title: Jurnal Gading
UiTM Journal Collections: Others > GADING
ISSN: 0128-5599
Volume: 9
Number: 2
Page Range: pp. 171-182
Keywords: Marketing myopia, Marketing knowledge, Marketers
Date: 2005
URI: https://ir.uitm.edu.my/id/eprint/35165
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