A Comprehensive Analysis of the Historical Evolution of Marketing

This essay provides a comprehensive overview of the historical evolution of marketing, tracing its development from the industrial revolution to the modern digital age. It begins by examining the origins of marketing during the industrial era, highlighting the shift from production orientation to sales, product, and marketing orientations. The essay delves into key milestones, including the rise of competition, the introduction of mass media, and the increasing focus on consumer needs. It further explores the evolution of marketing strategies in the 20th and 21st centuries, covering the impact of technological advancements like the internet and social media, and the emergence of societal marketing. The essay analyzes the changing dynamics of marketing, emphasizing the importance of understanding consumer behavior, brand building, and the use of online tools. The conclusion summarizes the transformative journey of marketing, emphasizing its adaptation to the changing social, technological, and economic landscapes and its continued relevance in the business world.

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Marketing

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Contents
Introduction................................................................................................................................3
Historical evolution of marketing..............................................................................................3
Conclusion..................................................................................................................................6
References..................................................................................................................................7

Introduction
It is true that marketing in recent time is advanced blend of technology and strategy.
The idea of marketing has started during the industrial evolution era. This period of
marketing spanned the late 18th century and lasted elongated until 19th century. Afterwards,
social media marketing has increased in the 21st century. In the paper, discussion has been
carried on the how marketing has evolved over the time.
Historical evolution of marketing
The idea of marketing started during the industrial revolution time. It was the time of
quick social changes that were brought by technological and scientific industries. It was the
time of “industrial revolution” when buying goods started to be easy for the consumer rather
than making the things by themselves. Huge production shaped several industries to engage
in the similar endeavour for effectively serving the needs as well as wants of growing
consumer market. The infrastructure for mass media as well as production took the hold. It
further brought the need for several producers order to find out the more ways to develop the
more sophisticated approach as well as consumer need product for informing them regarding
the commodities. At this time, production orientation has been started in marketing wherein
business success lies in keeping cost of production low for reducing price and cost as well as
ensuring the production efficiency. During the industrial revolution, every production was
done hand made. Clothing was produced at tailor or at house, and home (Cortez & Johnston,
2017).
In the early twenty century to late 1940, competition rivalry in business enterprises
has increased. The need to rise selling through several techniques of marketing has become

significant part of being competitive. Competition has ensure the need to increase the market
share and production output. Marketing started giving focus on the consumer communication
and methods of distribution. This goal has become to attract the consumers provided by any
one company is much better than other company is. Afterwards, machine has been introduced
in order to increase the manufacturing process. After the production orientation, product
orientation has come. In this way, new market as well as competition has increased. At this
time, the entire manufacturing industries have started growing fast and it resulting in differnet
product categories that are available to almost regular people. This is because fixed workers
can afford some more stuff. In addition to this, companies also wanted to influence them that
their product is best.
In this stage, manufacturers were required to deliver something unique in order to find
out some of the new customers. Goods with high standard, more features started to introduce.
By the 19th century, manufacturers have started resolving the diverse customer problems by
adding some new and every possible unique feature. However, at this time, prices of product
started increasing (Yan & Hyman, 2018).
In the starting of 1960, markets in several industries have become saturated due to
increasing competition. The need to keep and get customers requires specialist in the direct
marketing area. This time companies have stated dedicating the entire business areas for the
sole objective of marketing the product and service of company (Sharma & Verma, 2018).
This time marketing management has also developed the sophistication that is required to be
ensuring the success of business. marketing manager has also started to involved with the
strategic planning. Their input proved to be significant for cost determination, as well as
methods use to communicate the information regarding products and services. At this time,
sales orientation marketing function has started. This concept is directly based on the
indication that any manufacturing company can create more goods as compare to the market

can accept. These kinds of companies give emphasis on the seller needs as compare to the
buyers need (Busca & Bertrandias, 2020).
Things started improved in 80s. Industry and technology were reaching to the higher
heights and some of the new brand manufacturers started flooding the entire areas of market.
it has resulted into the healthy competition (Payne, Frow & Eggert, 2017). At this time,
marketers started looking after some new ways for promoting their products. Suddenly,
manufacturers also started caring for the opinions of customers. Competition has started
forcing giving emphasis on the manufacturers to decrease the product quality in order to
retain the prices and expenses low. Suddenly, at this time, marketers started looking after the
customer (Cortez & Johnston, 2017).
During the 1990, world of marketing began. Product as well as service has been
created and a brand has been developed. Companies started realising that can give emphasis
on selling more of the high quality product. This led the companies in experiencing better
margin but also helped in expanding reputation. At the same time, it also created the
awareness of the brand that is created by them. After the web evolution, website has started
becoming the significant tool for ensuring the commercialisation. Bristol Myers was the first
company who started the online marketing campaign. This proved to be successful by adding
the several customers in the list. At this time, marketing orientation has begun which is
driven by needs of the customer. This kind of differentiation tends to allow the company for
providing the needs of large group of customers. It is because each target segment of the
market is definitely able to ensure the satisfaction of needs through purchasing one or another
product of company. After the market orientation, it is assumed that needs of customers are
the driving force in the organisation. At this stage, marketing of the products started by
giving emphasis on needs of customers. In this way, quality shift has been seen in the
marketing. Sellers as well as marketers started realising that consumer really want quality

products and services. At this stage also, market saw significant opportunities and joined the
holistic market. Due to this, products started promoting donations, charity and started
involving in several social activities (Winsor & Stewart, 2018).
In the past 25 years, the significance of consuming web and search engine for
marketing has extended. In the starting, web search engine has not proved to be significant.
At the same time, the quality of results from search engine is poor. In order to improve the
results quality, search engine has brought the changes in algorithms. At this stage, societal
marketing evolution has come. It includes the thought that companies have the major concern
for the society needs as whole that requires including the effect of environment and,
furthering their impact on the products. Societal marketers have started believing that
sustainability is the major issue as it is of no help for the longer existence of firm if ordinary
resources are being used fast. In the recent time, organisations are required to give emphasis
on wants and needs of the target markets and to deliver the best or superior value (Drapińska,
2017).
In 21st century, modern internet tools have come which led the marketer to find more
new insights into the consumer behaviour. When market started flooding, marketing
campaign is aiming to be smaller as well as some customer groups. Due to this, customers
can give the emphasis on most interesting products and best-looking websites. Companies
started giving more emphasis on the internet marketing such as blog. Companies are using
blog for sharing information with the customers (Mukhtar, Anwar & Ilyas, 2017). These
marketing tools are used to improve the experience of customers, creating the awareness
regarding brand and generate leads. Social media giants such as Facebook have their own
tool of marketing that helps in specifically targeting demographic groups based on age,
gender, political views as well as location.in the recent time, marketers are significantly
giving emphasis on the online marketing (Spais & Beheshti, 2016).

Conclusion
In the limelight of discussion, it can be concluded that marketing has transformed
over the past few centuries. The production system has changed its connection era after the
passage of time. The overall development of marketing has directly given the growth to
business development concept. At the same time, marketing has occupied the new shape after
passing several stages until the 19th century. In the prior time, the production oriented
marketing concept was conservative. Development of information technology in the recent
time has changed the way people think, the way people do their occupation and sell their
products. In this way, marketing has changed a lot in last several years. The real change
in ,marketing has come through the upsurge of internet. Online marketing has taken the firms
to the new level.

References
Busca, L., & Bertrandias, L. (2020). A Framework for Digital Marketing Research:
Investigating the Four Cultural Eras of Digital Marketing. Journal of Interactive
Marketing, 49, 1-19.
Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical
and prospective analysis. Industrial Marketing Management, 66, 90-102.
Drapińska, A. (2017). Services marketing influence on marketing theory evolution. Handel
Wewnętrzny, 371(6), 86-94.
Kuazaqui, E., & Lisboa, T. C. (2019). Marketing: The Evolution of Digital
Marketing. Archives of Business Research, 7(9), 89-96.
Mukhtar, U., Anwar, S., & Ilyas, A. (2017). Evolution of service quality management and
paradigm shift from product to service orientation: a historical review of
literature. International Journal of Business Forecasting and Marketing
Intelligence, 3(2), 201-221.
Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science, 45(4), 467-489.
Sharma, S., & Verma, H. V. (2018). Social media marketing: Evolution and change. In Social
Media Marketing (pp. 19-36). Palgrave Macmillan, Singapore.
Spais, G. S., & Beheshti, H. M. (2016). The evolution of social marketing and social
entrepreneurship education in business and management schools: conceptions,

misconceptions and trends. European Journal of International Management, 10(4),
422-454.
Winsor, R., & Stewart, D. W. (2018). The Historical Roots of Marketing’s Badge of
Infamy. Handbook of Advances in Marketing in an Era of Disruptions: Essays in
Honour of Jagdish N. Sheth, 64.
Yan, T., & Hyman, M. R. (2018). Critical historical research method and marketing
scholarship. Journal of Marketing Management, 34(9-10), 841-864.
Zhao, Z., & Balagué, C. (2017). From social networks to mobile social networks:
applications in the marketing evolution. In Apps management and e-commerce
transactions in real-time (pp. 26-50). IGI Global.