Memetics: a new paradigm for understanding customer behaviour?

Looks at memetics, a new science of memes (a unit of cultural material propagated by an imitation process). Examines its origins and attempts to show its significance for the business audience in relation to understanding customer behaviour. Concludes that memetics is still in its infancy and, because of this, it still has philosophical and methodological issues that need to be addressed before it can be considered to be a new paradigm for understanding customer behaviour.