Marketing Analysis : Marketing And Marketing Essay

792 Words Jan 17th, 2016 4 Pages
With the advancement in business, marketing has been gradually developed. Businesses carry out marketing in order to “establish, maintain and enhance long term customer relationships at a profit, so that the objectives of the parties involved are met.” (Gronroos, 1990 as cited in Hall and Jones, 2008, p.48) Marketing is a management process which helps making a profit in the long term to survive, identifying and satisfying consumers needs and requirements as well. Marketing as a formal academic concept has a more recent history which is as old as commercial activity and has been practiced for centuries. (Ambler, 2004 as cited in Meek and Lenney., 2014) This essay will identify how the socio-economic situation and context cause the modern marketing emerged and thrived. Also the ways the context and marketing discipline have changed in order to adapt to current and future situation will be considered.

To begin with, according to Lenney (2014), Marketing emerged as a branch of descriptive micro-economics at the turn of the 20th Century. The 20th century brought marketing as a distinct academic discipline and an organisational function. Prior to 1950 academic work in the field of marketing was very much descriptive in nature. There was a concept called the ‘period of conceptualization’ that were become known as three descriptive schools in the marketing discourse the decade between 1910 to 1920. (Bartels, 1976 as cited in Meek, 2014) First and the foremost, the functional…

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