The concept of marketing: past and present
DOI:
https://doi.org/10.35319/zvhqr409Keywords:
Marketing, Concept, History, EvolutionAbstract
A concise and reflective account of the historical evolution of the “marketing concept,” identifying the most important contributions and their respective drivers, is part of the objectives pursued in this work. For its study, three clearly differentiated periods have been identified: the pre-conceptual period (1900 – 1959), the formal conceptualization period (1960 – 1989), and the current period of the marketing concept (1990 – 2005). Thus, the topic is addressed from the first “babblings” of marketing as a discipline more oriented toward economics, through the significant contributions and the birth of a true scientific community, led by the American Marketing Association, to the influence of the famous ICTs (Information and Communication Technologies) in a concept called e-Marketing, and on the other hand, the Holistic Marketing Concept.
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