Marketing Evolves From Selling to Citizenship

Based on the author's prize-winning paper (see article in Admap March 1991), describes how countries pass or grow through a series of stages in their use and understanding of marketing.

Marketing Evolves from Selling to Citizenship

Mary Goodyear

Anyone who has been involved in international advertising, or had responsibility for marketing in several different product and service sectors, will have noticed that each country and sector seems to have its own marketing conventions and approaches.

The conventional wisdom about these differences is that they reflect the unique and special circumstances of different cultures or different industries. Thus, for example, the advertising in Nigeria has different conventions from those of, say, Italy, because these are two very different cultures. Alternatively, to take another example, Indian advertising tends to show idealised scenes...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands