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Stages in the Evolution of Marketing as a Discipline

Author

Listed:
  • Ana-Irina Nicolau
  • Adina Musetescu
  • Oana Mionel

Abstract

Marketing is, essentially, an activity pertaining to the enterprise, which involves planning and execution of the marketing mix for ideas, products and services in an exchange that not only meets the current needs of the consumer, but also participates and creates future needs that will bring profit. As a discipline, marketing has started to develop about 100 years ago, even at the beginning of the twentieth century. Throughout this period, it went through major changes, the field developing aspects both theoretical and practical that reach much further and much deeper than one might think. According to the 100 years as an academic discipline, marketing studies have been characterized over time by many styles and approaches.

Suggested Citation

  • Ana-Irina Nicolau & Adina Musetescu & Oana Mionel, 2014. "Stages in the Evolution of Marketing as a Discipline," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(2), pages 166-169, June.
    • Handle: RePEc:khe:journl:v:6:y:2014:i:2:p:166-169
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    References listed on IDEAS

    as
    1. Philip Kotler, 1965. "Competitive Strategies for New Product Marketing Over the Life Cycle," Management Science, INFORMS, vol. 12(4), pages 104-119, December.
    2. Skålén, Per & Fellesson, Markus & Fougère, Martin, 2006. "The governmentality of marketing discourse," Scandinavian Journal of Management, Elsevier, vol. 22(4), pages 275-291, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing discipline; marketing stages; marketing 3.0;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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