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Towards post-industrial marketing: marketplace wisdom

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Abstract:

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.

Keywords: FUTURE OF MARKETING; MARKETING SYSTEM; POST-INDUSTRIAL; VALUE SHIFT; WISDOM

Document Type: Research Article

DOI: https://doi.org/10.1362/147539210X543574

Publication date: 2010-12-01

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