Question

Topic: Student Questions

If Situation Is Profitable Do You Change Things?

Posted by Anonymous on 6/3/2009 at 9:22 AM ET 125 Points
Hello!
I have an essay about the following topic:
"Marketers believe that because the current situation is profitable, they neglect, and do not realize, that changes in the marketplace must be handled with great respect"
As I understand it's from Levitt's Marketing Myopia. I've read Myopia, so I have one point of view, but does anybody know where I can find some scientific work to be able to quote from? I'm supposed to find around 20 references. All in all it's a theoretical essay with no case studies or examples to be written. That's all I guess... I just need a place to start from, cause I really have no idea how to look for it! Thanks for any answers!
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RESPONSES

  • Posted on 6/5/2009 at 11:12 AM Member
    That's a pretty tall order. How about talking to real businessmen/women and asking for their experiences in being lazy with a cash cow and not noticing market changes. Each one could count as a reference.
  • Posted by Gary Bloomer on 6/11/2009 at 1:32 PM Accepted
    Dear Mop08225,

    What marketers believe and what's actually going on are often two different things.

    As for quotes, you'd do well to read the works of Roy Williams
    www.wizardofads.com, Peter Drucker, and Harvey Mackay.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
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