Re-evaluating the importance of time. The application of evolutionary thinking to brand marketing

Martin Oxley

This paper is mainly philosophical in nature. It shows that there are a number of concepts within the theory - and application - of evolutionary biology that can provide insight into some of the problems of brand management in a dynamic environment.

Re-Evaluating the Importance of Time: The Application of Evolutionary Thinking to Brand Marketing

Martin Oxley Advertising Research, IPSOS-RSL, United Kingdom.

IINTRODUCTION

Charles Darwin sailed close to the edge of his intellectual world and came up with the theory of evolution as an explanation of the origin of species. His theory, although still debated to the present day, is acknowledged as one of the most significant scientific breakthroughs ever made.

But, you are probably thinking, what has this got to do with marketing and market research? I hope I will be able to answer this question in this paper...

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