Top

Published in:

2017 | OriginalPaper | Chapter

1. A Brief History of Marketing—65-Years of Journey from 1948 to 2013

Author : Mauro Cavallone

Published in: Marketing and Customer Loyalty

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

This chapter presents an analysis of the evolution of marketing, from its birth to the present day, and a description is provided of the current state of the discipline. The aim is to verify the current role of our discipline and to consider the definitions of marketing formulated by colleagues during its first sixty-five years of life for the purpose of identifying some gaps and schisms that have been detected between what is stated in literature and what actually happens in firms. This chapter seeks to clarify the situation, verify the state of play and offer a possible solution and for this purpose it: (1) analyses the evolution of the concept of marketing as reported in literature; (2) defines a leitmotiv that has evolved over time providing the relevant key words for each phase; (3) reports some elements highlighting the evolution of marketing; (4) considers the gaps and schisms emerging from literature; (5) lists seven situations that have undermined the validity of what marketing stands for/represents/proposes. In particular, some motives or reasons are given that have weakened, impaired and at times even nullified the possibilities for marketing to make a winning contribution to the firm. All these considerations have provided a stimulus for reflecting on how marketing can return to being a guiding light acknowledged in the company and make a strategic and effective contribution to the market.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

next chapter Strategic Action: Four Elements for Increasing the Effectiveness of Marketing Actions

In the article quoted, Cova et al. report neologisms linked to different types of marketing traced back over the period 1985–2005, identifying 82 different words collected by the authors in a “list of marketing panaceas”.

A discipline has also arisen around this subject that deals precisely with the history of marketing (see Hollander et al. 2005).

Marketing is the performance of business activities aimed at and connected with the passage of goods and services from the producer to the consumer or user (AMA 1948).

Marketing is the activity, the group of bodies and processes for creating, communicating, transferring and exchanging offers that are of value to the customers, partners and companies in general.

On this matter, it is also interesting to present the results of the study carried out by Gamble et al. (2011) on the evolution of the concept of marketing from the 1960s to the end of the 2000s, according to which the main themes of marketing are:

satisfying customer needs/wants
organisational activities
exchanges
goods and services
organizational objectives
identifying customers’ needs/wants
customer profit.

Grönroos, Christian. “Service logic revisited: who creates value? And who co-creates?.” European business review 20.4 (2008): 298–314.

From an international point of view, the critical points may be even greater. On this point, Akaka et al. (2013, p. 5) have identified a series of complex aspects to which marketing must pay attention such as: “Issues with operating or expanding in foreign environments, Issues with moving goods across different countries, Consumer preferences across cultures, Intangible resources (e.g., brands, services), Convergence and divergence of communications and logistics networks, Emergence and growth of regional and global markets”.

Achrol RS, Reve T, Stern LW (1983) The environment of marketing channel dyads: a framework for comparative analysis. ‎J Mark 55–67

Achrol RS, Kotler P (1999) Marketing in the network economy. ‎J Mark 146–163

Achrol RS, Kotler P (2012) Frontiers of the marketing paradigm in the third millennium. J Acad Mark Sci 40(1):35–52

Akaka M, Vargo S, Lusch R (2013) The complexity of context: a service ecosystems approach for international marketing. J Int Mark 2(4):1–20CrossRef

American Marketing Association (1948) Report of the definitions committee. J Mark, 13(2):202–217

AMA (1960) Marketing definitions: a glossary of marketing terms. AMA, Chicago

Brown S (1993) Postmodern marketing? Eur J Mark 27(4):19–34CrossRef

Busacca B, Cillo P (2004) “Le priorità del marketing management: una prospettiva europea” (Marketing management priorities: a European perspective). Mercati e competitività, Rome, pp 133–157

Cavallone M (1991) Incontro con il Marketing (Meeting with Marketing). San Marco, Trescore Balneario (Bergamo)

Cavallone M, Cassia F (2012) Co-design between consumers and companies: roles, created-exchanged value and reward systems. Mark Rev 12(2):199–218CrossRef

Christensen PH (2003) Knowledge management: perspectives and pitfalls. Business School Press, Copenhagen

Cova B (2008) “Marketing tribal e altre vie non convenzionali: quali ricadute per la ricerca di mercato?” (Tribal marketing and other unconventional ways: what impact on market research?). Micro Macro Mark 3:437–447 Bologna

Cova B, Cova V (2011) The faces of the new consumer (1990–2010)–a governmental process. E-Eur Adv Consum Res 9

Cova B, Cova V (2012) On the road to prosumption: marketing discourse and the development of consumer competencies. Consumption Mark Cult 15(2):149–168CrossRef

Cova B, Dalli D (2008) “From communal resistance to tribal value creation”, 1st international conference on “consumption and consumer resistance”, Paris, November 28, 2008

Cova B, Salle R (2008) Marketing solution in accordance with the S-D logic: co-creating value with customer network actors. Ind Mark Manage 37:270–277CrossRef

Cova B, Badot O, Bucci A (2006) Beyond marketing, in Praise of Societing, in http://visionarymarketing.com

Cova B, Dalli D, Zwick D (2011) Critical perspectives on consumers’ role as ‘producers’: broadening the debate in value co-creation in marketing processes. Mark Theory 3:231–241CrossRef

Cozzi G, Ferrero G (2004) Principi ed aspetti evolutivi del marketing aziendale (Principles and evolutionary aspects of corporate marketing), Giappichelli, Turin

D’Andrea M (2004) Il nuovo marketing. I nuovi approcci sistematici aperti per ottimizzare il rapporto con il cliente-persona, tutelare e sviluppare il patrimonio di marca (The new marketing. The new systematic approaches open to optimise customer relations-person, protect and develop the brand equity), Franco Angeli, Milan

Drucker PF (1957) America’s next twenty years. Harper, New York

Dwyer FR, Schurr PH, Oh S (1987) Developing buyer-seller relationship. J Mark 51(2):11–27CrossRef

Ehrnrooth H, Gronroos C (2013) The hybrid consumer: exploring hybrid consumption behavior. Manag Decis 51(9):1793–1820CrossRef

Fabris G (2007) “Sua maestà il consumatore, nuovo re dei mercati”, (His Majesty the customer, the new king of markets) Impresa, 1

Fiocca R (2006) “Ogni tanto è opportuno ripensare anche al marketing”, (Sometimes it is appropriate to rethink marketing). Mercati e Competitività 3(3):5–8 Rome

Gamble J, Gilmore A, McCartan-Quinn D, Durkan P (2011) The marketing concept in the 21st century: a review of how marketing has been defined since the 1960s. Mark Rev 11(3):227–248CrossRef

Grönroos C (1997) Value-driven relational marketing: from products to resource and competencies. J Mark Manag 13:407–419CrossRef

Grönroos C (2000a) Service management and marketing: a customer relationship management approach. Wiley, West Sussex, UK

Grönroos C (2000b) Service Management and Marketing. Managing the moments of truth in service competition. Free Press/Lexington Books, Lexington, MA

Grönroos C (2008) Service logic revisited: who creates value? and who co-creates? Eur bus rev 20(4):298–314CrossRef

Grönroos C (2012) Conceptualising value co-creation: A journey to the 1970s and back to the future. J Mark Manag 28(13/14):1520–1534

Grönroos C, Helle P (2012) Return on relationships: conceptual understanding and measurement of mutual gains from relational business engagements. J Bus Ind Mark 27(5):344–359CrossRef

Hakansson H, Harrison D, Waluszewski A (2004) Rethinking marketing. Wiley, Chichester

Hollander SC, Rassuli KM, Jones DGB, Dix LF (2005) Periodization in marketing history. J Macromark 25(1):32–41CrossRef

Iacobucci D (ed) (1996) Networks in marketing. Sage Publications, New York

Kashani K, Jeannet JP, Horovitz J, Meehan S, Rvans A, Turpin D, Walsh J (2005) Beyond traditional marketing: innovations in marketing practice. Wiley, Chichester

Kotler P. (1967). Marketing management: analysis, planning, implementation and control. Prentice Hall, Englwood Cliffs, 1988

Kotler P, Armstrong G (2006) Principi di marketing, (Principles of Marketing), 11th edn. Pearson Education, Milan

Kotler P, Rackham N, Krishnaswamy S (2006) Ending the war between sales & marketing. Harvard Bus Rev 84(7–8):68–78, 187

Kotler P, Calder B, Malthouse E, Korsten P (2012) The gap between the vision for marketing and reality. MIT Sloan Manag Rev 54(1):13–14

Lauterborn RF, Schultz DE, Tannenbaum S (1994) The new marketing paradigm: integrated marketing communications. NTC Business Books, Lincolnwood, 1996

Le Meunier-FitzHugh K, Piercy NF (2011) Exploring the relationship between market orientation and sales and marketing collaboration. J pers sell sales manage 31(3):287–296

McCarthy EJ (1960) Basic marketing: a managerial approach. Irwin, Homewood

McKenna R (1991) Relationship marketing: successful strategies for the age of the customer. Addison-Wesley Pub. Co., Reading, Boston

Morgan RE (1996) Conceptual foundations of marketing and marketing theory. Manag Decis 34(10):19–26CrossRef

Vargo S, Lusch R (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17 (serial online)CrossRef

Vargo S, Lusch R (2008a) From goods to service(s): divergences and convergences of logics. Ind Mark Manag 37(3):254–259 (serial online)CrossRef

Vargo SL, Lusch RF (2008b) Service-dominant logic: continuing the evolution. J Acad Mark Sci 36(1):1–10CrossRef

Vargo SL (2008) Customer integration and value creation: paradigmatic traps and perspectives. J Serv Res 11(2):211–215CrossRef

Vargo SL, Lusch RF, Akaka MA (2014) Rethinking the roles of marketing and operations: a service-ecosystems view. Handbook of Service Marketing Research, pp 467–487

Vargo S, Lusch R (2014) Inversions of service-dominant logic. Mark Theor 14(3):239–248 (serial online)CrossRef

Whiteley R, Mulliez G (1994) La Dynamique du client. Maxima, Paris

Wilkinson I, Young L (2002) Marketing theory in the next millennium. Looking backwards and forwards. J Bus Res 55(2):81–85CrossRef

Title: A Brief History of Marketing—65-Years of Journey from 1948 to 2013
Author: Mauro Cavallone
Publisher: Springer International Publishing
Book: Marketing and Customer Loyalty
Print ISBN: 978-3-319-51990-6

Electronic ISBN: 978-3-319-51991-3

Copyright Year: 2017
DOI: https://doi.org/10.1007/978-3-319-51991-3_1