Marketing exists today as a recent occurrence that began earlier in the twentieth century. This essay, will differentiate the practice of marketing from its study. It is important to note that there are several methods of studying marketing, however, it was suggested that “marketing has not less that twelve school of thoughts” (Sheth et al. 1988, citied Stone and Desmond, 2007 p. 2), and as far as these approaches adds to the drive of marketing knowledge, it has potentials of confusing the readers, who expects it to be a combined subject, and however, they may conclude that marketers are being conflicting when they begin to present the various methods to the subject (Stone and Desmond, 2007 p. 2). This essay will discuss a brief history of marketing, definition of marketing from different perspectives, the marketing mix popularly known as 4Ps which is an example of the classical perspective of marketing will be discussed as well as its flaws based on different perspectives such as relationship, customers’ perspectives. Since the view of marketing that gained prominence in the 1970s and 1980s is currently under questions for its for its flaws, the new marketing limelight which has moved across a range of marketing sector during the past few decades, will be examined and how marketing professional can use this to secure a voice in an organisation.
“According to American academics, the study of marketing first began in the US in the late nineteenth century” (Stone and Desmond, 2007 p. 2), in telling the history of marketing, key texts in the marketing field often refer to Robert Keith’s influential paper, in the journal of marketing (1960), He diluted the history of marketing into three phases, which are; the production era, Sales era and Marketing era. In the “production era” (1860-1920) can be said to be the era of the field of business philosophy of “if you build it, they will come”, it was of the believe that if the company builds or develops a particular product, the customers will come for it. It focused on what the company or firm should produce and not what the customers actually want. In the early U.S economy, most companies focused on the production of as much goods as possible. production era is therefore named because the main