During recent centuries the Marketing theory have passed several stages. Each new stage is the evolution of the previous one and includes the characteristics of both.
- Stage 1 – The Birth of Marketing: Mass production during the early 20th century, and the need of shifting the goods fast. So, the goal of marketing is to move things along to the market.
- Stage 2 – The Sales Era: In the 1920s ‘Salesmen’ and the ‘sales pitch’ were both born. Actively pursuing sales to the consumer, even if they didn’t really need it!
- Stage 3 – The Marketing Era: The 1950s the beginning of market research, allowing companies to sell what the consumer actually wanted to buy.
- Stage 4 – The Relationship Marketing Era: During the 1990s salesmen altered their sales pitch to not push one sale only, but to build a relationship between the company and the customer. Relationship marketing: return customers and recommendations are valued.
- Stage 5 – The Societal Marketing Era: The consumer at the center of the company and its marketing campaigns, mixing the market research values and the relationship marketing. Societal marketing: environment care, and societal responsibility and development.
- Stage 6 – The Digital Marketing Era: It formed due to society’s dependence on technology and the internet. Digital marketing. Databased marketing: Big data, personalisation and team work.
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