Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya
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 conc...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknologi MARA Cawangan Pahang
2005
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| Online Access: | https://ir.uitm.edu.my/id/eprint/35165/ |
| _version_ | 1848808721231118336 |
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| author | Syed Marzuki, Sharifah Zannierah Yahya, Wan Kalthom |
| author_facet | Syed Marzuki, Sharifah Zannierah Yahya, Wan Kalthom |
| author_sort | Syed Marzuki, Sharifah Zannierah |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T23:03:13Z |
| format | Article |
| id | uitm-35165 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T23:03:13Z |
| publishDate | 2005 |
| publisher | Universiti Teknologi MARA Cawangan Pahang |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-351652021-12-14T03:36:17Z https://ir.uitm.edu.my/id/eprint/35165/ Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya gading Syed Marzuki, Sharifah Zannierah Yahya, Wan Kalthom Business Marketing Consumer satisfaction 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. Universiti Teknologi MARA Cawangan Pahang 2005 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/35165/1/35165.PDF Syed Marzuki, Sharifah Zannierah and Yahya, Wan Kalthom (2005) Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya. (2005) Jurnal Gading <https://ir.uitm.edu.my/view/publication/Jurnal_Gading.html>, 9 (2). pp. 171-182. ISSN 0128-5599 |
| spellingShingle | Business Marketing Consumer satisfaction Syed Marzuki, Sharifah Zannierah Yahya, Wan Kalthom Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya |
| title | Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya |
| title_full | Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya |
| title_fullStr | Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya |
| title_full_unstemmed | Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya |
| title_short | Marketing myopia: An interesting fact to marketers / Sharifah Zannierah Syed Marzuki and Wan Kalthom Yahya |
| title_sort | marketing myopia: an interesting fact to marketers / sharifah zannierah syed marzuki and wan kalthom yahya |
| topic | Business Marketing Consumer satisfaction |
| url | https://ir.uitm.edu.my/id/eprint/35165/ |