The History of Marketing

I. Essay: The explosion of interactive technology (web 2.0), for example, smart phone; an increase in concern of population about environmental issues and many other factors have “given the dramatic changes occurring in the marketing environment” (Baker 1995, citied in OM&P, 1998:840). Marketers have mission to understand and re-present these changes to adapt to new circumstances. This essay will look into how modern marketing has developed and expanded and what should marketers do to turn these challenges to opportunities to cope with the future. The modern marketing was largely built-up by the North – Americans (Meek, Ryan, & Lenney, 2010). At the end of 19th century, higher quality products at lower prices were created in the Industrial Revolution which had changed the function of US’ markets: from sellers’ markets to buyers’ markets. From 1910 to 1940, marketing was no longer only referred as part of economics; it was believed to be about “coordination, planning and managing complex relationships” (Meek, Ryan, & Lenney, 2010:7). After World War II, a need to consume products as quick as possible and the picture of the collapse of the economic system in America during the 1950s led to a great need of marketing in order to increase production capacity and guarantee that it worked every time (Eyerman and Lofgren 1995; Packard 1957; Brown 1996, citied in OM&P, 1998). Interests in marketing grew rapidly afterwards, the first concept of the marketing tool – marketing mix consisted of 12 variables including product, price, branding, distribution, personal selling, advertising, promotion, packaging, display, servicing, physical handling, fact finding and analysis was presented by Borden (Meek, Ryan, & Lenny, 2010). Even though, Borden concept was good which set marketing into a management function, it was “considered too long and unwieldy” (Stringer 1997, citied in OM&P, 1998:833). Later, in a seminal work, McCarthy