The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Evolution of Marketing

Evolution of marketing

The evolution of the marketing model seeks to explain how marketing theory and practice have progressed over the past 150 years: it also offers alternative business paradigms which are in evidence today.

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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