Its been done before: An archaeological perspective on international marketing

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.