Review of literature on Marketing Myopia.

To be completed individually, you are required to critically review the concept and relevance of Marketing Myopia (Levitt 1960) using a range of journal publications.

Word Limit: This is at risk assessment and the word limit is 800 words maximum (including in-text references) plus a reference list. Please note this assessment is not to go over this word limit. 

Instructions: As well as Levitt (1960), you have been provided with articles by Vargo and Lusch (2004), and Smith, Drumwright and Gentile (2010). These articles give you some indication as to how and why a traditional marketing concept like Marketing Myopia has been investigated and challenged.

Your task is to examine and discuss how marketing myopia is currently viewed by academics in the field of marketing. In doing so, you need to consider whether marketing myopia is relevant to today's business world and make an argument to support your opinion providing examples of real world cases to support your argument.

There is no room for "fence sitters" in this assessment. You have to take a side. There are no right or wrongs, however, the success of your performance in this assessment depends on how well you present your opinion and validate it with reliable sources of information. In order to undertake this task, you will need to search the library's data bases (for example EBSCO Host, Emerald) for articles from reputable marketing journals that provide you further insights into the topic. You will need to cite at least three (3) more articles from academic (peer reviewed) journals other than those that have been provided to you. Your references must be correctly cited (Harvard style of referencing).

In effect, you will need to prepare a brief essay with an introduction, body and conclusion that presents your argument. You must reference all sources used (in-text and in the reference list) following the Harvard style of referencing.

References Levitt, T. (1960) "Marketing Myopia," Harvard Business Review, vol. 38 (July-August), no.4, pp.57-66. 

Smith, N.C., Drumwright, M.E., and Gentile, M.C. (2010) "The New Marketing Myopia," Journal of Public Policy and Marketing, vol. 29(Spring), no.1, pp.4-11.

Vargo, S. L., &Lusch, R. F. (2004). "Evolving to a New Dominant Logic for Marketing", Journal of Marketing, vol. 68(January), no 1, pp. 1-17.