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,...