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...