Evolution of Marketing

Alfonso Pellegrino ()
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Alfonso Pellegrino: Chulalongkorn University

Chapter Chapter 1 in Decoding Digital Consumer Behavior, 2024, pp 1-13 from Springer

Abstract: Abstract This chapter provides a concise overview of the evolution of marketing from its earliest definitions to its current state, influenced by the advent of digital technologies. Initially grounded in the concept of “buying and selling,” marketing has transformed alongside societal shifts, particularly with the digital revolution. The historical journey begins with Adam Smith’s 18th-century proclamation that consumption is the sole purpose of production, setting the stage for marketing’s evolution. The narrative progresses through various phases, including the focus on commodities in the early twentieth century, strategic shifts towards consumer orientation post-World War II, and the integration of marketing with strategy in subsequent decades. The chapter highlights significant milestones such as Henry Ford’s mass production, Alfred Sloan’s market segmentation, and the emergence of brand management and consumer behavior studies. It culminates in the digital era, where the Internet and social media redefine consumer engagement and marketing strategies. This journey illustrates marketing’s shift from a product-centric to a customer-centric approach, emphasizing the need for businesses to adapt to changing consumer behaviors and technologies to stay relevant.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-3454-2_1

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DOI: 10.1007/978-981-97-3454-2_1

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