Sustainability marketing — An innovative conception of marketing (original) (raw)

Marketing – As it once was, and, perhaps, might one day be!

Australasian Marketing Journal (AMJ), 2012

This paper explores the nature of marketing thought in the 1960's when the School of Marketing was established at UNSW, recounts some of the early history of the School, and notes the challenges to the discipline of marketing that now lie ahead.

A History of Schools of Marketing Thought

Marketing has been practiced since ancient times and has been thought about almost as long. Yet, it is only during the 20th century that marketing ideas evolved into an academic discipline in its own right. Most concepts, issues and problems of marketing thought have coalesced into one of several schools or approaches to understanding marketing. In this article we trace the evolution of 10 schools of marketing thought. At the turn of the 20th century, early in the discipline's history, the study of functions, commodities, and institutions emerged as complementary modes of thinking about subject matter and became known collectively as the 'traditional approaches' to studying marketing; shortly thereafter the interregional trade approach emerged. About mid-century, there was a 'paradigm shift' in marketing thought eclipsing the traditional approaches as a number of newer schools developed: marketing management, marketing systems, consumer behavior, macromarketing, exchange, and marketing history. During the mid 1970s, three of the modern schools -marketing management, consumer behavior, and exchange -underwent a 'paradigm broadening'. The broadened paradigm has bifurcated marketing thought from the conventional domain of business behavior to the much broader domain of all human social behavior. Thus, at the beginning of the 21st century marketing thought is at a crossroads. Key Words • marketing history • marketing theory • marketing thought 239 Volume 5(3): 239-281

The way Marketing concept Changed with Time:A Historical Analysis

International Journal of Advance and Applied Research, 2024

This research paper examines the history and progression of marketing, tracing its development from the barter era to the modern-day relationship marketing era. It delves into the various stages that marketing has undergone, including the production era, sales era, marketing department era, and marketing company era. The paper also explores the diverse domains in which marketing practices are applied, such as consumer goods marketing, service marketing, business-to-business marketing, non-profit marketing, social marketing, and place marketing. The aim of this research is to provide a comprehensive understanding of the evolution and scope of marketing, highlighting its significance and adaptability across different sectors and industries.

Stages in the Evolution of Marketing as a Discipline

Knowledge Horizons Economics, 2014

Marketing is, essentially, an activity pertaining to the enterprise, which involves planning and execution of the marketing mix for ideas, products and services in an exchange that not only meets the current needs of the consumer, but also participates and creates future needs that will bring profit. As a discipline, marketing has started to develop about 100 years ago, even at the beginning of the twentieth century. Throughout this period, it went through major changes, the field developing aspects both theoretical and practical that reach much further and much deeper than one might think. According to the 100 years as an academic discipline, marketing studies have been characterized over time by many styles and approaches.

The New Paradigm Marketing Model

Journal of Euromarketing, 2003

This paper maintains that marketers should take an expanded view of marketing research and practice to comprehend today's global political, economic, and social environments fully. Marketing is the central mediating variable in the attainment and consolidation of power by politicians, governments, and nations. Given marketing's pivotal role in the modern context, the New Paradigm Marketing Model is developed to illustrate consumer/citizen, institutional, and macro-environmental interdependencies from a global perspective. The potential dangers and opportunities evident in this new marketing paradigm are discussed in relation to the marketing discipline and its application to issues confronting consumers and the larger society.

Broadening the Concept of Marketing

Journal of Marketing, 1969

Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap. and steel. The authors interpret the meaning of marketing for nonbusiness organizations and the nature of marketing. functions such as product improvement, pricing, distribution, and communication in such organizations. The question considered is whether traditional marketing principles are transferable to the merketing of organizations, persons. and ideas.