The Rise of Marketing (original) (raw)

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.

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

Reflections on the history of marketing thought and theory development

Marketing Theory, 2011

What happens when accumulated knowledge from the past as regards both practice and theory is absent in marketing education? Simply put, scholarly knowledge gets lost with dire consequences not only for the nature and scope of marketing as an academic discipline but also for the type of research undertaken. The quest to be current, especially in marketing management, has resulted in the fragmentation of marketing into ever more specialized areas resulting in the creation of silos with little room for scholarly work in marketing thought and marketing theory building.

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.

Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development

Http Dx Doi Org 10 1509 Jppm 22 2 116 17639, 2013

Today's body of marketing thought is expanding geometrically, pushing frontiers in numerous domains-quantitatively, behaviorally, strategically-with much enhanced technology and on an increasingly globalized basis. As this pushes forward on many fronts, however, it is also worthwhile to ask what is in danger of being left behind. What is the benefit, if any, of discerning the roots of this field? On the basis of an extended look across the last century of marketing thought, this article paints a wide-ranging portrait of (1) the general course that has been taken by the body of marketing thought over its "4 Eras" and (2) how the treatment of societal dimensions of marketing has fared during each period. On the basis of these findings, the authors pose several key issues for further consideration by interested thinkers concerned with the progress of marketing scholarship.

Contributions to the Marketing Discipline

Journal of Marketing, 1976

Marketing Journal with the National Marketing Review to form the JOURNAL OF MARKETING marked a signal event in the development of marketing thought and literature. The new publication proved to be a superior one. In a statement made almost 35 years ago, the JOURNAL OF MARKETING was described as an organ of which any scientific society might be proud.' The continuous publication of the JOURNAL for four decades corroborates the wisdom of that initial decision. This article highlights a few of the selected contributions of the JOURNAL to the development of marketing thought, to the teaching of marketing, and to the marketing discipline itself. It is organized around the contributions of the JOURNAL in four areas of marketing: marketing curricula; marketing research; marketing science, theory, and professionalism; and the extension of readership horizons. The article is written to reflect a personal assessment of the JOURNAL. The observations made, however, are based on an intensive and exhaustive study of each issue of JM from its inception to the present, although almost all footnote references have been purposely deleted. Developing Marketing Curricula From its inception, the JOURNAL OF MARKETING has played a major role in furthering the development of marketing courses and curricula. The very first volume documented the contents of initial marketing courses, the early literature available, and the methods of instruction used.