Abstract
This paper introduces and examines the concept of customer myopia, which is the over-reliance on the existing customer base rather than studying the whole market of potential and future customers. Eight assumptions are studied which illustrate customer myopia and the argument for a strategic perspective is put. How to implement strategic interactive marketing planning (SIMP) is explained in nine stages, within two phases.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have