Taking a Look at the Field of Marketing

2210 WordsFeb 16, 20189 Pages
When compared to economics, production and operations, accounting and other business areas, marketing is a relatively old and distinct concept. According to the American Marketing Association, marketing is “planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives” (Lusch 261). Led by marketing scholars from several major universities, the development of marketing was in large part motivated by the need to dissect in greater detail these relationships and behaviors existing between the sellers and consumers. This need to better understand these relationships and behaviors has truly developed the field of Marketing, ranging from the Old-School tactics used in the developmental stages of marketing, to the technological strategies using Television and other electronics of today’s generation, and even to tactics and strategies scholars believe Marketers will begin to use in the future. In various ways, marketing is older than civilization itself. Studies of ancient civilizations indicate that there was always a shortage of goods and supply, forcing early marketers to focus their thoughts and practices on how to import goods to the market. Constant in this view of early marketing, is the concept that the consumer and seller are separate and removed from each other. So the role of this idea of marketing was to assist society in fracturing these limited

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