Integrating Business Management Processes

Chapter 3Marketing

3.1 History of Marketing

The history of marketing has been a subject of debate among the historians. According to one view, the need for marketing was brought about during the Industrial Revolution that took place in Britain around 1750 and in the USA and Germany around 1830. There were four stages in the development of marketing (Baines et al., 2011; Fahy & Jobler, 2012):

1. Stage 1 (1890s–1920s) – Production period: Advances in production and distribution and the migration of the rural population looking for work in urban areas created a potential for large-scale markets. There was virtually no competition, and there was only a limited range of products available. The demand exceeded the supply.

2. Stage 2 (1920s–1950s) – Sales ...