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A Brief History of Marketing—65-Years of Journey from 1948 to 2013

In: Marketing and Customer Loyalty

Author

Listed:
  • Mauro Cavallone

    (University of Bergamo)

Abstract

This chapter presents an analysis of the evolution of marketing, from its birth to the present day, and a description is provided of the current state of the discipline. The aim is to verify the current role of our discipline and to consider the definitions of marketing formulated by colleagues during its first sixty-five years of life for the purpose of identifying some gaps and schisms that have been detected between what is stated in literature and what actually happens in firms. This chapter seeks to clarify the situation, verify the state of play and offer a possible solution and for this purpose it: (1) analyses the evolution of the concept of marketing as reported in literature; (2) defines a leitmotiv that has evolved over time providing the relevant key words for each phase; (3) reports some elements highlighting the evolution of marketing; (4) considers the gaps and schisms emerging from literature; (5) lists seven situations that have undermined the validity of what marketing stands for/represents/proposes. In particular, some motives or reasons are given that have weakened, impaired and at times even nullified the possibilities for marketing to make a winning contribution to the firm. All these considerations have provided a stimulus for reflecting on how marketing can return to being a guiding light acknowledged in the company and make a strategic and effective contribution to the market.

Suggested Citation

  • Mauro Cavallone, 2017. "A Brief History of Marketing—65-Years of Journey from 1948 to 2013," International Series in Advanced Management Studies, in: Marketing and Customer Loyalty, chapter 0, pages 1-16, Springer.
    • Handle: RePEc:spr:isichp:978-3-319-51991-3_1
    DOI: 10.1007/978-3-319-51991-3_1
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