The Marketing Myopia • Ma rke ting ma na ge rs who wis h to a chie ve the innovative firm orientation s hould:
1. ta ke a ge ne ric vie w of the ir firm or indus try, 2. monitor othe r indus trie s , 3. e nga ge in be nchma rking to de te rmine the obje ctive s for re le va nt a re a s of ma rke ting, 4. re cruit ma rke ting pe ople , a nd 5. be fle xible e nough to a pply unique s olutions to proble ms .