A few decades ago, marketing was based merely on products, their specifications and promotions rather than on customers and their needs. This short sighted approach led to a distortion in the strategic vision of business entities and was later on termed as the “marketing myopia”. This idea became the source of our current marketing efforts and activities, making room for customer focused marketing. However, it has been observed that this stringent focus on customer orientation has paved way for a host of issues which may also affect the strategic approach and vision of a company.
