A, Describe the Particular Context/Socio-Economic Situation in Which Modern Marketing Emerged and Thrived. B, in What Ways the Context Has Changed and How the Marketing Discipline Has Changed & Needs to Change Further

Essay 1

a, Describe the particular context/socio-economic situation in which modern marketing emerged and thrived.

b, In what ways the context has changed and how the marketing discipline has changed & needs to change further to adapt to current and future need of firms, consumers, customers; perhaps even alluding to society in general.

Although marketing is believed to be as old as commerce we cannot declare that ancient Greeks for example, knew the connection between production, markets and competition. It is however sure that during the middle ages the first steps of creating the idea of marketing were made by the edition of „the first formal analysis of buyers motivation”(Egan 2008: pg 5) by Thomas Aquinas (1225-74). This essay is about the histories of marketing, the changes that have occured and the changes in the future concerning marketing discipline.

Concerning the conception of what we call modern marketing we need to observe the end of 19th centuries North America where thanks to several factors including both the first and second Industrial Revolutions the basics of consumer market has changed from sellers to buyers. At the beginning of the 20th century a new concern helped the extension of marketing theories: literature. Bartel (1976) belives that „The emergence of marketing research was itself the result of growing pressure to produce and apply accurate knowledge to the field and to bring the methods of science to the field of marketing”(Egan, 2008: pg 7).

During the period of conceptualization (Bartel, 1976), which durated from 1910 to 1920, the word ’marketing’ gained new meanings. It wasn’t necessarily referred to commerce anymore, then Ralph Starr Butler (1882-1971), a pioneer in marketing, taught that ’’marketing was all about coordination, planning and the management of complex relationships”(Butler cited in Egan 2008: pg 7).

The effects of the 1929 crisis were critical, nevertheless, instead of coming up with new theories in...