The Evolution of Marketing

Mary Goodyear

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, 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 advantage.

The same is true of knowledge about foreign cultures. There is a strong tendency amongst those who make a living from translating and interpreting language and culture, to dig deeper into their chosen field and find an even larger number of reasons to consider it unique and special.

Specialisation is endemic in other areas of learning; the diversification of areas of study described in the average university prospectus is evidence of the trend. The roads to the future are narrow.