This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
The Evolution of Marketing
THE UNITY OF IDEAS
'It is a wonderful feeling to recognise the unity of a
complex of phenomena that, to direct observation, appear to be quite different
things.' Albert Einstein
The industrialisation of services,