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Evolution of Marketing
Evolution of marketing

Marketing is popularly supposed to have gone through a series of evolutionary stages before arriving at the marketing concept (the view that everything the company does should be driven by market forces, and ultimately by customer needs). Keith (1960) outlined one model of how marketing practice developed, based on the Pillsbury Dough Company, a large American flour milling company. Keith said that the company had gone through three distinct paradigms in the course of developing a marketing concept. These were as follows:

  • The production era. At this time the capacity of ...

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