Report: Exploring the Evolution of Marketing Theories and Practices

This report presents a comprehensive literature review on the evolution of marketing, tracing its development from the early product-oriented approaches to the modern era of digital and relationship marketing. The review examines the shift from a production focus to a customer-centric approach, highlighting key milestones such as the introduction of market orientation and the development of the marketing mix. It explores the evolution of marketing theories, including relationship marketing, service marketing, and the impact of digital technologies. The report analyzes the past, present, and future trends in marketing, emphasizing the changing landscape due to advancements in information technology and the internet. It also discusses the challenges and opportunities that these changes present for organizations, providing insights into how marketing strategies and practices have adapted over time and are likely to evolve in the future. The review covers various perspectives from different researchers and theorists, offering a well-rounded understanding of the subject.

A literature review on the evolution of marketing

Table of Contents
INTRODUCTION...........................................................................................................................2
Main Body.......................................................................................................................................2
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing plays important role in the organisation success. Market orientation has
provided business entity an opportunity to improve business opportunity. According to the kotler
et.al. marketing is the part of management activity which support firm in achievement of desired
business goals as well as objectives. As per the view of Kohli and Jawarski , the concept of
marketing a was made more popular by General Electric who stated that marketing concept
was voluted in 1940.During that time the organisation has stated to focus on the customers.
The concept of marketing consist of set of literature on which the several discussions as
well as arguments has been made by various researcher and theorist.
The purpose of the report to develop the understanding about the marketing concept and
its evolutions. Project also emphasizes on analysing the past , present and future trends in
market. As this will assist marketing manager in development of appropriate plans as well as
strategies.
Main Body
PAST (19083- 1980)
Before the 1950s , product oriented approach of marketing has been beneficial for the
companies as there was rise in the income of middle class people in the society. As Per the law
during 1950 which states that production of traded good creates, and is the one and universal
reason which built, a market for the commodities produced. According to the opinion of Jean
Baptise had interpreted that At the time of industrial age of 18 to 19 th centuries manufacturing
companies has adopted this marketing approach in order to deal with the scarcity as well in
crease in demand of goods in the market .The firm was facing difficulty in maintaining balance
between demand and supply. According to the view of Brown (1980) marketing is that activity
which has high potential to develop and maintain strong relation ship with profitable customers.
As per the opinion of Cravens and Wooddruff marketing is a way to manage business.
According to the perception of Kimery and Rinchart , marketing is a doctrine of organisation that
support advantageous client contentment as the impersonal of all functional region of a
organisation and the first way of acquiring the prosperity of company. (Grünig and Kühn, 2015.
)
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The marketing orientation was introduced in the academic literature during 1920.Earlier
it was considered as marketing operations at corporate level. According to the view of ()
advancement in technology has supported firm in providing appropriate response to customers
demands. According to the opinion of Gounaris and Avlonitis during 1950 market orientation
was completed by the philosophic view where the fundamental feeling is the market Acts as the
direct stakeholder. According to the view of Gray , marketing orientation can be defined as
As per the opinion of Green and In man the evolution of market orientation concept had focus
on customer and their needs. As per the view of Hadcroft and Jarrat Customer-focus is
fundamentally: customer satisfaction which prescribe business objectives. He also states that
understanding customer needs as a basis of an enterprise strategies. According to porter five
forces play essential role in supporting an enterprise in determining the loyal customers as well
as competitors. According to the thought of Kim in context of customers, competitors and the
large industry in which the business entity operated. Kim had interpreted that marketing
is revolved around the organisation that know the way or technique to satisfies the
customers’ demand although there is no practical method mentioned. According the
opinion of Naver and Slater (1988), the marketing market orientation is develops by an
enterprise with regard to its different dimensions. Some theorists as well as researcher have
argument as well as discussion related to subject matter he restricted attention to the
dimensions stresses disclosed by business had weakened many pictures of market orientation.
According to the view of Lado and Martzez who had interpreted that market or market
orientation has broad definition. They have stated that marketing orientation is a competitive
strategy developed by marketing manager which includes all functional field and organisational
level. The concept of the market orientation was first found by Sharpio, According to the
perception of Sharpio, who had interpreted that the business entity with market oriented
approach have the information as well as understanding about the factors that had influence on
customer buying behaviour. A collective of orientations, Culture, market information processing
and a theory of resources as well as capabilities are the four perceptions related to market
orientation. According to the view of Helfert, market orientation was categorised into three
division. The primary perspective was related to behaviour. As per his view market orientation
was concentrated on three parts of responsiveness to the information, market intelligence
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generation, and dissemination. According to the opinion of Theodore Levitt , he has argued that
the history of every dead and dying ‘growth’ industry display a self-deceiving cycle of big
expansion and undiscovered decay. According to opinion of Theodore Levitt, the organisation
can become successful, if marketing department in an enterprise have focus on providing
satisfaction to customers. According to the opinion of few researchers' publication of the
concept of market myopia marked the beginning of the modern marketing movement. As per the
opinion of George Steiner (1979) Levitt's famous example on transportation. The concept of
market Myopia has originatedThis concept has originated from the three phenomenon these are
organisation earlier were more concerned about the customer to the exclusion of other
stakeholders. Another phenomenon is that when an enterprise had faced difficulty in identifying
the change in context of social factors.
As per the view of Kotler and Singh (1981) myopia assist organisation in developing the bigger
picture of distant issues than of near ones. According to the opinion of Baughman myopia can
be defined as the wide overview of the industry or environment in which firm operates (Pappas,
2017)
Marketing mix is considered to be as the foundation model in marketing. Earlier there
were only 4 Ps in the marketing mix. As per the publication of article return by Robert Keith's
(1960) The Marketing Revolution was an innovative work in the study of the history of
marketing practice. According to the opinion of Robert Bartel's (1976) the history of marketing
had lead to the major changes in the theories of marketing practices. AAs per the opinion of
Hodder Education) the part of marking mix can be altered in the same way and differ from the
product to product. As per the opinion of Bordens who considered marketing mix as a
combination of all the factors at a marketing manager’s command to satisfy the customer in
target market (Siahpush and et. al., 2016)
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Present theories Associated with marketing (1990- 2018)
Relationship marketing – According to the view of Ravald and Gronroos (1996)
relationship marketing can be defined as a concept which have focus on developing the mutually
Advantageous and precious for long-term relationships with client. As per his view the objective
of relationship marketing can only be achieved when marketing team in an organisation work
effectively during the time when customers are highly involved in
t buying products or services. According to the opinion of Barnes and Hawlett (1998) who has
interpreted that the customer oriented relationship management approach supports firm in
improving the flow of information between the bank and customers. It also supports organisation
in development as well as maintenance of healthy relationship with client. Relationship
marketing also help business entity in increasing sales as well as profitability. It assists an
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Illustration 1: Evolution Of marketing Channels
Sources;( Evolution of Marketing Channels,2016)

enterprise in communicating the objective to customer and gaining client loyalty. Although
previous studies provide knowledge as well as information regarding the
nature and importance of banking relationships from a customer. But these existing research has
failed to provide complete information. For instance lack information on
the extent to which specific relationship program have succeeded in strengthening
relationships in different segments (Silver,2013) According to the view of Carson et al.,(2004)
Relationship marketing concept has evolved as the many of the facing difficulty in retaining the
profitable client due the high level of competition in the industry. As per the opinion of Abratt
and Russell, (1999) relationship management is considered to be as most profitable activity.
According to the opinion of Berry, (1983)marketing concept of relationship management has
been evolved in the 1980 s as a secondary option to the current perspective of marketing as a
order of proceedings, because it was recognized that several or major transactions, specially in
the service industry, were relative in nature. As per the view of Walsh et al. (2004) relationship
marketing can be defined as the actions executed by banking organisation for attracting,
interacting with, and retaining more profitable customers. As per the opinion of Naidu et al.,
(1999) Palmatier and Gopalakrishna, (2005) there is direct interconnection between relation
management and business performance. Relation management supports company in improving
business performance.
Service marketing-As pert the opinion of R.G. Wyckham, P.T. Fitzroy (1991) has interpreted
that goods and services as a hierarchy, is hard to keep up and likely to be impaired. Argument is
related to the need to develop multi‐dimensional taxonomies that include market characteristics,
relating outcome to the marketing strategy developed by marketing manager in an enterprise.
Digital marketing -According to the Hoffman (2000) internet can be defined as the essential
invention, evolution of the printing process press with the power to radioactivity unit transform .
Entrepreneur go about conducting their business with each other, but also the very essence of it
means to be human being. But eppers and Rogers (1997) had argued that the digital marketing
has demonstrated a full change in market model that is from as one way broadcast market
paradigm to completely interactive model. In other words he mean to state that the digital media
has provided organisation an opportunity to interact directly with customers and influence them
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to buy particular brand. As per the view of Dobscha and Mick (1998) who perceive that dislike
among customers is completely reasoning and supported by their past experience of engineering
making life more complex.(Hanlon, 2014)
The present trends that may affect marketing theory in the future
As per the view of J.S suresh reddy , he considered marketing as an important activity
which has been greatly affected by the advancement in information. According to the opinion
internet has provided an effective communication as well as tool for promoting the goods or
services in the market. According to the opinion of V.Kumar and Denish Shah perceives that
internet is growing and will continue to develop In the future which will have direct impact on
the promotional activities. It will also have great influence on consumer buying behaviour as
well as change in their purchasing pattern. As per the opinion of Spring (2000) advancement in
technology and use of internet has changed the way product awareness is created, developed new
modes of product consideration. The changes in marketing pattern and models will bring
challenges , opportunities as well as risk to organisation (Baack,Harris and Baack,2013)
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Illustration 2: Evolution of market research
Source:( theory for the marketing research discipline , 2013)

Earlier print media, TV , radios etc. were used by the company as a promotional tool for
advertising products as well as services. But with the passage of time and changes in business
trends, increase in level of competition had force organisation to use internet as a tool for
marketing goods as well as services. According to the opinion of Victor Van, in present
scenario,the firmFor instance ,product information caqn be delivered to woman's through
Feminine magazine. As this will help organisation in reaching a wide range of feminine
customers. As per view of Victor Van Valen he perceives that the firm have to face difficulty in
targeting the customer which might have adverse effect on the marketing decision as well as
strategies and policies. He argued that when it comes to use of internet or online tool for
marketing products or services, how can company target the audience or specific segment as
many people use internet or social for variety of purpose. It may be difficult for an enterprise to
ensure that whether the message or information are delivered to customer or not. This factor
might have great influence on the selection criterion of marketing tool in the future. According to
the opinion of Scott F. Geld , marketing includes all the actions executed by organisation to
promote as well as development of business such as advertising,sales, merchandising etc. He
perceives that With conventional commercialism method all of these services are delivered in
indicant visual aspect. As per the thought of Neelika Arora, the revenues of those companies
who is using online channel for promoting goods or services expected to rise in the future.
Approx. 85 percent of revenues generated by google company from online sales of goods as well
as services. Shelly Rodgers and Esther Thorson has provided a contaminative physical process
model of Cyberspace Advertisement which is combined with serviceable as well as
compositional schools of thought. According to the view of Christian Rohrex and John Boyd
who have stated that (Nguyen,Simkin and Canhoto,eds., 2015)
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CONCLUSION
It has been concluded from the study that marketing has evolved when the organisation
was facing difficulty in identifying the demands of customer in the market. Due to this factor
firm was facing the difficulty in maintaining the balance between demand and supply of goods or
services which had direct as well as adverse effect on business performance. The first marketing
concept that has been evolved is product concept then myopia marketing concept. It has been
concluded from the report that relationship marketing approach has been developed in order to
support business entity in developing as well as maintaining strong relationship with client. It has
been concluded from the assignment that there is tremendous growth in the digital market and
development will continue in the future use. The determination related to future trend in
marketing is that the organisation which is utilising the internet or social sites will able to earn
higher revenue in the future.
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Illustration 3: Evolution of Marketing
Sources: (Evolution of Marketing, 2015)

REFERENCES
Books and Journal:
Grünig, R. and Kühn, R., 2015. Global Environmental Analysis. In The Strategy Planning
Process. Springer Berlin Heidelberg.
Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
Products. Design Thinking: New Product Development Essentials from the PDMA.
pp.253-264.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Siahpush, M. and et. al., 2016. Point-of-sale cigarette marketing and smoking-induced
deprivation in smokers: results from a population-based survey. BMC public health.16(1).
p.302.
Silver, L., 2013. The essentials of marketing research [electronic resource].(April 2015).
Hanlon, A., 2014. Quick Win Social Media Marketing: Answers to Your Top 100 Social Media
Marketing Questions. Oak Tree Press (Ireland).
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing. Sage.
Nguyen, B., Simkin, L. and Canhoto, A. I. eds., 2015. The Dark Side of CRM: Customers,
Relationships and Management. Routledge.
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