Definition:- "Marketing comprises all activities involved in the transfer of goods from the producer or seller to oh the consumer or buyer, including advertising, shipping, storing, and selling."
History of marketing thought
The history of marketing thought deals with the evolution of theories in the field of marketing, from the ancient world. Marketing historians agree that the discipline branched out of at the turn of the twentieth century, though some argue that scholars in the ancient and medieval ages had already studied marketing ideas.
Robert A Bartels in The History of Marketing Thought categorised the development of marketing theory decade by decade from the beginning of the 20th century thus:
1900s: discovery of basic concepts and their exploration
1910s: conceptualisation, classification and definition of terms
1920s: integration on the basis of principles
1930s: development of specialisation and variation in theory
1940s: reappraisal in the light of new demands and a more scientific approach
1950s: reconceptualisation in the light of managerialism, social development and quantitative approaches
1960s: differentiation on bases such as managerialism, holism, environmentalism, systems, and internationalism
1970s: socialisation; the adaptation of marketing to social change.
With the growth in importance of marketing departments and their associated marketing managers, the field has become ripe for the propagation of management fads which do not always lend themselves to periodization.
Birth of marketing ideas
In pre-modern economies, the predominance of small enterprises militated against the recognition of marketing as a separate field of expertise. Changes in the patterns and intensity of economic activity, as well as the rise of economics as a science, particularly in the 19th century, paved the way for studies of marketing. The growth in size and scope of national and international economies in the course of the Industrial revolution led eventually to a transcendence of ad hoc retailing and advertising innovations and eventually to systematization. Marketing emerged as a separate technical field only in the late 19th century. The OED traces the abstract usage of the word only as far back as 1884.
Traditional schools
Traditional authorities on marketing concentrated on products and on the sale and purchase of goods and services. They paid little attention to areas like after-sales services, and devoted even less attention to social responsibility or to social accountability.
Modern schools
Marketing historians like Eric Shaw and Barton A. Weitz point to the publication of Wroe Alderson's book, Marketing Behavior and Executive Action (1957), as a break-point in the history of marketing thought, moving from the macro functions-institutions-commodities approach to a micromarketing management paradigm. After Alderson, marketing began to incorporate other fields of knowledge besides economics, notably behavioral science, becoming a multidisciplinary field. For some scholars, Alderson's book marks the beginning of the Marketing Management Era.
Unlike economists, marketers have difficulty in organizing the different theories in their discipline into schools of thought. However, some marketing historians likeJagdish Sheth have tried to identify the main concepts behind the work of scholars in the field, grouping their ideas into "marketing schools" such as the following:
the Managerial school emerged during the late 1950s and became arguably the predominant and most influential school of thought in the field
the Consumer/buyer behavior school, which dominated the academic field in the second half of the twentieth century (apart from the Managerial school), features theories emerging from behavioral science the Social exchange school, which focuses on exchanges as the fundamental concept of marketing
Source-Wikipedia/Books
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