Historical Evolution of Marketing Tactics and Autonomy

Pawan Kumar (), Sumesh Singh Dadwal (), Sanjay Modi (), Arsalan Mujahid Ghouri () and Hamid Jahankhani ()
Additional contact information
Pawan Kumar: Lovely Professional University
Sumesh Singh Dadwal: London Southbank University
Sanjay Modi: Lovely Professional University
Arsalan Mujahid Ghouri: London Southbank University
Hamid Jahankhani: Northumbria University

Chapter Chapter 2 in The Dark Side of Marketing, 2025, pp 35-54 from Springer

Abstract: Abstract The progression of exhibition methods can be traced back to shifts in finance, innovation, and societal changes. This analysis explores the journey of promotion from its early stages to contemporary advancements, emphasising the flexibility granted to marketers throughout history. Initially, the primary emphasis on showcasing was on the product itself, with agreements established through coordinated offering methods and personal recommendations. As industrialisation and mass production surged in the late nineteenth and early twentieth centuries, advertising strategies evolved to generate widespread brand recognition via mass media outlets like television, radio, and daily newspapers. The period following the war, especially the 1950s, marked a transition towards a more consumer-focused approach. As market research advanced, marketers gained more freedom in developing messages, allowing for a deeper understanding of consumer demands and preferences. The digital upheaval of the late twentieth century sparked a fresh era of marketing guided by data, leading to extremely targeted methods and a shift towards personalised and direct engagement with consumers. The emergence of the internet, social media, and data analytics equipped marketers with unparalleled freedom, shifting their role from mere promoters to active architects of brands. In recent years, the incorporation of artificial intelligence and machine learning in marketing has facilitated automation and real-time customisation, granting marketers near-total autonomy. This change has not only improved efficiency but also raised ethical concerns surrounding consumer privacy and data protection. The historical development of marketing strategies and autonomy mirrors the dynamic relationship between innovation, consumer behaviour, and societal expectations, underscoring the ongoing transformation of marketing as both a field of study and a creative endeavour. Thus, the historical progression of marketing methods illustrates a transition from basic promotion to complex, data-driven, and ethical decision-making, showing how marketing has evolved into a discipline centred on building relationships as much as on generating sales.

Keywords: Social Media Marketing; Customisation; Big Data; Artificial Intelligence; Consumer Choice; Consumer Autonomy; Consumer Decisions (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-94946-3_2

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DOI: 10.1007/978-3-031-94946-3_2

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