Abstract:

Mary Goodyear's groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool - useful for explaining and understanding markets, brands and advertising as well as consumer attitudes and behaviour. In this paper the authors share their learnings about the model, having used it extensively in Asia and the Middle East. The ways in which they have expanded the model to enable better understanding and explanation of the increasingly complex marketing and advertising strategies commonly in use is also addressed.