Histories of Marketing

Most scholars define marketing as a form of human activity, which is designed to meet emerging needs and requirements of customers through the exchange. Although the exchange relationship emerged almost simultaneously with the emergence of humanity, the establishment of marketing as a separate science began to occur in the late nineteenth century and flourished in North America.

The first period of the development of marketing even the most advanced companies in Europe have focused on producing only quality products which targeted the wealthier people. It was believed that a good product is able to sell by itself. While in the USA there was increasing middle-class at which the products were directed. As it comes to academic part "Concepts were borrowed from established disciplines, such as economics, psychology, sociology, and scientific management, for the improvement of trade practice and management." (Bartels, Robert, 1976) The Industrial revolution led eventually to a transformation - the "sellers' markets" became "buyers' markets" (Egan, 2008, p 6) and to establishment of mass production which led to demand that exceeds supply. The main focus during this period was production.

In 1910-1920 - Period of Conceptualization - Many marketing concepts were defined or initially developed. For example - "commodity approach", "institutional approach" and "functional approach". (Egan, 2008, p.7) Distribution theory was vital for this period because it focuses on the fact that the value of the final product is combination of different costs which are added during its movement in the supply chain.

During the third Period of Integration (1920-1930) principles of marketing were adopted and the main theoretical points were built. The main focus during this decade moved from production to markets. This is a result from introducing new technology, products and innovations, new types of marketing establishments and development of administration. Fred E. Clark, Paul D. Converse and Cherington have contributed much to the introduction of the main marketing concepts. Advertising was condemned for increasing the final prices (Moraty 192; Vaughan, 1928) which was a bad assumption because the product is not able to sell by itself.

The years between 1930 and 1950 can be characterized by "development of existing concepts rather than the production of new ideas" (Egan, 2008, p.8) Hypothetical assumptions are defined, tested and accepted. One of the few studies which were published stated that customer is economy's driving force which directed the attention to the consumer which leads to revaluating the concept and the traditional explanation for marketing. The reason for changes is the need for new marketing knowledge. The Second World War exercised influence on the development of the marketing in USA because of the explosion of births and migration which followed the war. This was considered as "Golden Age of Capitalism" and was a period of economic growth and more and more people considered themselves as part of the middle-class which led to ground for flourishing of marketing. The financial stability and higher income of this group caused more people who can afford a wider range of products and service leading to more and more different areas to thrive.

The beginning of "Modern marketing"- 1950 Many new concepts are introduced in marketing during this period some of them taken from management and other social sciences. With the development of marketing thought accept substantial new concepts meaning as significant components of the total marketing structure. Specialization became more important than generalization in marketing concept. The need of up-to-date ideas in order to satisfy customers and make a profit Borden introduced the "marketing mix" in 1950s - a list of 12 elements which cover the main areas of marketing. Nevertheless his concept "was considered too long and unwieldy" (O'Malley, 1998). The curiosity over the marketing management rose in order to be established successful marketing plans and soon the McCarthy's "4PS' model of marketing" has been presented. This concept had been the basis on which a lot of research publications and textbooks in marketing are built upon for a long time due to its convenience for educational purposes and no worthwhile alternative.