The History of Marketing Thought

Abstract

The history of marketing thought reflects a concept or a set of concepts (usually called approaches, subdisciplines, or schools of thought) that have been discussed over time, usually by many researchers, to describe ideas (e.g., the ‘marketing concept’, the ‘institutional or commodity approach to marketing’, ‘marketing management’ or the ‘marketing systems school of thought’); whereas the history of marketing practice describes the actual phenomena, experiences or events that have occurred over time (e.g., the history of cigarette advertising, the development of department stores, individual companies, branding and advertising activities, and so on) (Shaw, 2011, p. 492).