Analysis of Marketing Through History

1091 WordsJun 25, 20185 Pages
Surprisingly, the marketing community started out with a few handbills and ads that were considered boring and unreadable. In the early days, companies and marketers barely researched what their consumers truly wanted in a product. Over the last century, the marketing landscape has changed dramatically with the introduction of technology, and an emphasis on providing value to the customer. The Beginnings of Marketing One of the earliest and most successful marketing campaigns were those for the New World. At that time, Great Britain boasted the most advanced advertising, using extravagant language on signs and handbills to get citizens to adventure to the colonies of America. This was believed to have had a substantial impact on…show more content…
Add to that the large population of households with telephones and credit cards, and the credit card industry found a major opportunity with direct mailings (Millington, 1997). Perhaps the most noticeable change in the marketing community came about with broadcast advertising. Some felt the concept would never take as it would be an intrusion into people’s homes via television and radio. Herbert Hoover once said at a conference, that is was “…inconceivable that we should allow so great a possibility for service to be drowned in advertising chatter" (Foner & Garraty, 1991, para. 18). However, as celebrity obsession began to permeate all aspects of twentieth century living, companies realized the benefit to having celebrities endorse and market their products. They have spent considerable amounts of money throughout the years to hire celebrity figures to hock their wares (O’Mahony & Meenaghan, 1998). Marketing Strategies Today Over the last decade, with the boom in technology, the marketing landscape has changed dramatically. The focus is now on providing value to customers. Societal changes have brought about new processes, opportunities, and challenges. According to Kotler and Keller (2012), there are twelve key societal forces: Network Information Technology, Globalization, Deregulation, Privatization, Heightened Competition, Industry Convergence, Retail Transformation,
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