We enlist marketplace wisdom as a next characteristic of the progress towards a post-industrial marketing system. Marketplace wisdom is manifested in the development and application of oppositional values, beliefs, and differing cultures pertaining to the marketing system in its long-term
development. In this regard, the phylogeny and ontogeny of marketplace wisdom is distinguished. Phylogeny tracks the origins of wisdom in the long-term quest for survival, whereas its ontogeny is manifest in the marketing system's four post-industrial qualities: comprehensiveness, interactivity,
value, and impact.