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Its been done before: An archaeological perspective on international marketing

Access Status
Open access
Authors
Fish, Warren
Pitt, Leyland
Napoli, Julie
De Bussy, Nigel
Dix, Steve
Date
2001
Type
Conference Paper

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Citation
Fish, Warren and Pitt, Leyland F. and Napoli, Julie and DeBussy, Nigel and Dix, Steve. 2001. Its been done before: An archaeological perspective on international marketing, in Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) 2001 Conference: Bridging Marketing Theory and Practice, 1-5 Dec 2001. Auckland, New Zealand: Massey University.
Source Title
Bridging Marketing Theory and Practice
Source Conference
ANZMAC 2001
ISBN
Faculty
Curtin Business School
School of Marketing
URI
Collection
Abstract

A commonly held belief is that the concept of global marketing is a post World War II phenomenon. However, closer examinations of archaeological artefacts within the Great Zimbabwe Empire suggests otherwise and provide evidence of a complex prehistoric society engaged in an international trade network. International trade involving Great Zimbabwe, Europe and Asia flourished for about 200 years, with glass beads, porcelain, ceramics being traded for gold, tin, slaves, rhino horn, ivory and carnivore pelts. As the level of trade increased, so too did the prosperity of local people, which was directly responsible for the rise of class-based societies in Southern Africa. Many of these activities, and subsequent effects on the social system within this society, draw strong parallels with current marketing practices, ideas and philosophies.