The Evolution of Marketing

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

Mary Goodyear


'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, including advertising and market research, has led to increasing specialisation. Service providers have a vested interest in acquiring and exploiting expertise in a niche area; to know more about less provides them with commercial competitive a