');--success-svg-icon:url('data:image/svg+xml;utf8,');--info-svg-icon:url('data:image/svg+xml;utf8,');--chevron-svg-icon:url('data:image/svg+xml;utf8,');--checkbox-svg-icon:url('data:image/svg+xml;utf8,');--radiobutton-svg-icon:url('data:image/svg+xml;utf8,');--show-password-svg-icon:url('data:image/svg+xml;utf8,');--hide-password-svg-icon:url('data:image/svg+xml;utf8,');--error-svg-icon-color:var(--red-500);--success-svg-icon-color:var(--emerald-700);--info-svg-icon-color:var(--sky-500);--chevron-svg-icon-color:var(--grey-900);--checkbox-svg-icon-color:var(--grey-900);--radiobutton-svg-icon-color:var(--grey-900);--show-password-svg-icon-color:var(--grey-900);--hide-password-svg-icon-color:var(--grey-900);--bde-woo-notices__icon-size:16px;--bde-woo-notices__padding:24px;--bde-woo-notices__border-radius:4px;--bde-woo-notices__error-background:var(--red-50);--bde-woo-notices__error-text:var(--red-500);--bde-woo-notices__error-link-text:var(--red-500);--bde-woo-notices__error-link-text-hover:var(--red-500);--bde-woo-notices__info-background:var(--sky-100);--bde-woo-notices__info-text:var(--sky-500);--bde-woo-notices__info-link-text:var(--sky-500);--bde-woo-notices__info-link-text-hover:var(--sky-500);--bde-woo-notices__success-background:var(--emerald-100);--bde-woo-notices__success-text:var(--emerald-700);--bde-woo-notices__success-link-text:var(--emerald-700);--bde-woo-notices__success-link-text-hover:var(--emerald-700);--bde-woo-sale-badge__border-radius:2px;--bde-woo-sale-badge__padding:4px 8px;--bde-woo-ratings__star-color:var(--yellow-500);--bde-woo-ratings__star-size:18px;--bde-woo-ratings__filled-star-svg:url('data:image/svg+xml;utf8,');--bde-woo-ratings__empty-star-svg:url('data:image/svg+xml;utf8,');--bde-woo-product-images__border-radius:4px;--bde-woo-product-images__border-width:0px;--bde-woo-product-images__border-color:var(--grey-300);--bde-woo-wrappers__background-color:var(--white);--bde-woo-wrappers__border-radius:4px;--bde-woo-wrappers__border-color:var(--grey-300);--bde-woo-wrappers__border-width:1px;--bde-woo-wrappers__shadow:rgba(0,0,0,.05) 0 1px 3px,rgba(0,0,0,.05) 0 1px 2px;--bde-woo-tables__header-color:var(--grey-100);--bde-woo-tables__background-color:var(--white);--bde-woo-tables__border-radius:4px;--bde-woo-tables__border-width:1px;--bde-woo-widgets__chip-background-color:transparent;--bde-woo-widgets__chip-background-color-hover:var(--indigo-50);--bde-woo-widgets__chip-text-color:inherit;--bde-woo-widgets__handle-border-color:var(--grey-300);--bde-woo-widgets__handle-background-color:var(--white);--bde-woo-widgets__handle-background-color-hover:var(--white);--bde-woo-widgets__handle-shadow:rgba(0,0,0,.05) 0 1px 3px,rgba(0,0,0,.05) 0 1px 2px;--bde-woo-widgets__handle-shadow-hover:var(--grey-300) 0 0 4px;--bde-woo-widgets__remove-item-from-cart-color:var(--grey-450);--bde-woo-select2__active-item-background-color:var(--indigo-50);--bde-woo-gallery__zoom-icon-shadow:rgba(0,0,0,.05) 0 1px 3px,rgba(0,0,0,.05) 0 1px 2px;--bde-woo-payment-box-background-color:var(--grey-100);--bde-woo-payment-box-border-color:var(--grey-200);--bde-woo-payment-box-border-width:1px;--bde-woo-quicklook-button-icon:url(/wp-content/uploads/breakdance/css/icons/eye.svg);--bde-woo-quicklook-button-background-color:none;--bde-woo-quicklook-button-icon-size:20px;--bde-woo-quicklook-button-backdrop-color:rgba(0,0,0,.15);--bde-woo-quicklook-button-backdrop-opacity:.7;--bde-woo-quicklook-modal-background-color:var(--white);--bde-woo-quicklook-overlay-color:rgba(0,0,0,.7);--bde-woo-quicklook-close-button-size:2em;--bde-woo-quicklook-arrow-size:1em;--bde-woo-quicklook-arrow-color:var(--white);--bde-woo-swatch-space-between-options:10px;--bde-woo-swatch-padding:7px;--bde-woo-swatch-color-width:30px;--bde-woo-swatch-color-height:30px;--bde-woo-swatch-border:1px solid var(--grey-200);--bde-woo-swatch-border-color-hover:var(--grey-400);--bde-woo-swatch-shadow:none;--bde-woo-swatch-shadow-hover:none;--bde-woo-swatch-background:var(--white);--bde-woo-swatch-background-hover:var(--grey-50);--bde-woo-swatch-color-padding:2px;--bde-woo-swatch-tooltip-color:var(--white);--bde-woo-swatch-tooltip-background:var(--grey-900);--bde-woo-swatch-tooltip-padding:7px;--bde-woo-swatch-space-after-label:8px;--bde-woo-responsive__stack:row}:root{--bde-links-color:#283891;--bde-links-color-hover:#283891;--bde-button-primary-background-color:var(--bde-brand-primary-color);--bde-button-primary-background-color-hover:var(--bde-brand-primary-color-hover);--bde-button-secondary-border-color:var(--bde-brand-primary-color);--bde-button-secondary-border-color-hover:var(--bde-brand-primary-color);--bde-button-secondary-text-color:var(--bde-brand-primary-color);--bde-button-secondary-background-color-hover:var(--bde-brand-primary-color);--bde-button-text-text-color:var(--bde-links-color);--bde-button-text-text-color-hover:var(--bde-links-color-hover);--bde-button-font-size:var(--bde-body-font-size);--bde-form-font-size:var(--bde-body-font-size);--bde-form-input-border-top-left-radius:var(--bde-form-input-border-radius);--bde-form-input-border-top-right-radius:var(--bde-form-input-border-radius);--bde-form-input-border-bottom-left-radius:var(--bde-form-input-border-radius);--bde-form-input-border-bottom-right-radius:var(--bde-form-input-border-radius);--bde-form-input-border-top:var(--bde-form-input-border-width) solid var(--bde-form-input-border-color);--bde-form-input-border-right:var(--bde-form-input-border-width) solid var(--bde-form-input-border-color);--bde-form-input-border-bottom:var(--bde-form-input-border-width) solid var(--bde-form-input-border-color);--bde-form-input-border-left:var(--bde-form-input-border-width) solid var(--bde-form-input-border-color);--bde-form-label-color:var(--bde-headings-color);--bde-form-input-focused-border-color:var(--bde-brand-primary-color);--bde-form-input-focused-shadow:var(--bde-brand-primary-color) 0 0 2px;--bde-form-checkbox-selected-color:var(--bde-brand-primary-color);--bde-z-index-lightbox:1100;--bde-z-index-popup:1050;--bde-z-index-modal:1000;--bde-z-index-modal-backdrop:calc(var(--bde-z-index-modal) - 1);--bde-z-index-high:300;--bde-z-index-medium:200;--bde-z-index-low:100;--bde-z-index-sticky:10;--bde-z-index-minicart:var(--bde-z-index-modal);--bde-z-index-minicart-backdrop:var(--bde-z-index-modal-backdrop);--bde-z-index-menu-dropdown:var(--bde-z-index-modal);--bde-z-index-menu-mobile:var(--bde-z-index-modal);--bde-z-index-menu-backdrop:var(--bde-z-index-modal-backdrop);--bde-z-index-search-fullscreen:var(--bde-z-index-modal);--bde-z-index-back-to-top:var(--bde-z-index-high);--bde-z-index-scroll-progress:var(--bde-z-index-high);--bde-z-index-header-sticky:var(--bde-z-index-medium);--bde-z-index-header-overlay:calc(var(--bde-z-index-header-sticky) - 1);--bde-z-index-social-share-buttons:var(--bde-z-index-low);--bde-woo-base-text-color:var(--bde-body-text-color);--bde-woo-base-headings-color:var(--bde-headings-color);--bde-woo-base-primary-color:var(--bde-brand-primary-color);--bde-woo-base-primary-color-hover:var(--bde-brand-primary-color-hover);--bde-woo-base-extra-small-gaps:calc(var(--bde-woo-base-small-gaps)/var(--bde-woo-base-ratio));--bde-woo-base-small-gaps:calc(var(--bde-woo-base-space)/var(--bde-woo-base-ratio));--bde-woo-base-standard-gaps:var(--bde-woo-base-space);--bde-woo-base-medium-gaps:calc(var(--bde-woo-base-space)*var(--bde-woo-base-ratio));--bde-woo-base-big-gaps:calc(var(--bde-woo-base-medium-gaps)*var(--bde-woo-base-ratio));--bde-woo-base-large-gaps:calc(var(--bde-woo-base-big-gaps)*var(--bde-woo-base-ratio));--bde-woo-base-extra-large-gaps:calc(var(--bde-woo-base-large-gaps)*var(--bde-woo-base-ratio));--bde-woo-typography-ratio:var(--bde-font-size-ratio);--bde-woo-typography__size-small:calc(var(--bde-woo-typography__size-standard)/var(--bde-woo-typography-ratio));--bde-woo-typography__size-small-font-family:var(--bde-body-font-family);--bde-woo-typography__size-standard:var(--bde-body-font-size);--bde-woo-typography__size-standard-font-family:var(--bde-body-font-family);--bde-woo-typography__size-medium:calc(var(--bde-woo-typography__size-standard)*var(--bde-woo-typography-ratio));--bde-woo-typography__size-medium-font-family:var(--bde-heading-font-family);--bde-woo-typography__size-large:calc(var(--bde-woo-typography__size-medium)*var(--bde-woo-typography-ratio));--bde-woo-typography__size-large-font-family:var(--bde-heading-font-family);--bde-woo-typography__size-extra-large:calc(var(--bde-woo-typography__size-large)*var(--bde-woo-typography-ratio));--bde-woo-typography__size-extra-large-font-family:var(--bde-heading-font-family);--bde-woo-buttons-and-links__text-link-color:#283891;--bde-woo-buttons-and-links__text-link-color-hover:#283891;--bde-woo-buttons-and-links__nav-link-color:var(--bde-woo-base-text-color);--bde-woo-buttons-and-links__nav-link-color-hover:var(--bde-woo-base-text-on-primary-color);--bde-woo-buttons-and-links__nav-link-color-active:var(--bde-woo-base-primary-color);--bde-woo-forms__spacing-after-label:var(--bde-form-after-label);--bde-woo-forms__spacing-between-fields:var(--bde-form-gap);--bde-woo-forms__spacing-between-columns:var(--bde-woo-base-extra-large-gaps);--bde-woo-forms__labels-color:var(--bde-form-label-color);--bde-woo-forms__inputs-background-color:var(--bde-form-input-background-color);--bde-woo-forms__inputs-text-color:var(--bde-form-text-color);--bde-woo-forms__inputs-placeholder-color:var(--bde-form-input-placeholder-color);--bde-woo-forms__inputs-border-color:var(--bde-form-input-border-color);--bde-woo-forms__inputs-border-width:var(--bde-form-input-border-width);--bde-woo-forms__inputs-border-radius:var(--bde-form-input-border-top-left-radius) var(--bde-form-input-border-top-right-radius) var(--bde-form-input-border-bottom-right-radius) var(--bde-form-input-border-bottom-left-radius);--bde-woo-forms__inputs-background-color-focused:var(--bde-form-input-focused-background-color);--bde-woo-forms__inputs-border-color-focused:var(--bde-form-input-focused-border-color);--bde-woo-forms__inputs-shadow-focused:var(--bde-form-input-focused-shadow);--bde-woo-forms__inputs-shadow:var(--bde-form-input-input-shadow);--bde-woo-forms__inputs-select2-hover-item:var(--bde-woo-base-primary-color);--bde-woo-forms__labels-required-color:var(--bde-form-label-required-color);--bde-woo-forms__labels-required-size:var(--bde-form-label-required-size);--bde-woo-forms__labels-required-nudge-x:var(--bde-form-label-required-nudge-x);--bde-woo-forms__labels-required-nudge-y:var(--bde-form-label-required-nudge-y);--bde-woo-tables__border-color:var(--bde-woo-base-border-color);--bde-woo-sale-badge__background-color:var(--bde-woo-base-primary-color);--bde-woo-sale-badge__text-color:var(--bde-woo-base-text-on-primary-color);--bde-woo-sale-badge__font-weight:var(--bde-woo-typography-font-weight-heavy);--bde-woo-sale-badge__font-size:var(--bde-woo-typography__size-standard);--bde-woo-widgets__chip-text-color-hover:var(--bde-woo-buttons-and-links__text-link-color);--bde-woo-widgets__handle-border-color-hover:var(--bde-woo-base-primary-color);--bde-woo-notices__padding-left:calc(var(--bde-woo-notices__padding) + var(--bde-woo-notices__icon-size) + (var(--bde-woo-notices__icon-size)/2));--bde-woo-quicklook-button-text-color:var(--bde-button-primary-text-color);--bde-woo-quicklook-button-background-color-hover:var(--bde-woo-quicklook-button-background-color);--bde-woo-quicklook-button-icon-spacing:var(--bde-woo-base-standard-gaps);--bde-woo-quicklook-close-button-color:var(--bde-woo-base-headings-color);--bde-woo-quicklook-arrow-color-hover:var(--bde-woo-quicklook-arrow-color);--bde-woo-quicklook-arrow-background-color:var(--bde-brand-primary-color);--bde-woo-quicklook-arrow-background-color-hover:var(--bde-woo-quicklook-arrow-background-color);--bde-woo-swatch-space-between-items:var(--bde-woo-base-medium-gaps);--bde-woo-swatch-background-selected:var(--bde-woo-swatch-background-hover);--bde-woo-swatch-border-color-selected:var(--bde-woo-swatch-border-color-hover);--bde-woo-swatch-shadow-selected:var(--bde-woo-swatch-shadow-hover);--bde-woo-swatch-color-background:var(--bde-woo-swatch-background)}:root{--bde-base-font-size:1rem}.breakdance .button-atom{display:inline-flex;align-items:center;justify-content:center;vertical-align:middle;appearance:none;box-sizing:border-box;margin:0;border:0;padding:0;background-color:transparent;font-size:var(--bde-button-font-size);line-height:var(--bde-button-line-height);transform:translate(0,0);max-width:100%;width:var(--bde-button-width)}.breakdance .button-atom--custom{text-align:center;font-weight:var(--bde-button-font-weight);text-decoration:none;padding:var(--bde-button-padding-base);border-radius:var(--bde-button-border-radius);border-width:var(--bde-button-border-width);border-style:solid;border-color:transparent;overflow:hidden}.breakdance .button-atom--custom{color:var(--bde-button-custom-text-color);background:var(--bde-button-custom-background-color);border-color:var(--bde-button-custom-border-color)}.breakdance-icon-atom{display:flex;font-size:40px}.breakdance-icon-atom>svg:not(.breakdance-icon-atom-svg-gradient){font-size:inherit;width:1em;height:1em;stroke-width:0;stroke:var(--bde-brand-primary-color);fill:var(--bde-brand-primary-color);transform:var(--eeiTransform)}.breakdance *,.breakdance *:before,.breakdance *:after{box-sizing:border-box}.breakdance img{max-width:100%;height:auto}.breakdance figure{width:100%;margin-left:0;margin-right:0}.screen-reader-text{border:0;clip:rect(1px,1px,1px,1px);-webkit-clip-path:inset(50%);clip-path:inset(50%);height:1px;margin:-1px;overflow:hidden;overflow-wrap:normal!important;word-wrap:normal!important;padding:0;position:absolute!important;width:1px}.breakdance{background-color:var(--bde-background-color);color:var(--bde-body-text-color)}.breakdance a{color:var(--bde-links-color)}.breakdance{font-family:var(--bde-body-font-family);font-size:var(--bde-body-font-size)}@media screen and (max-width:600px){.breakdance .bde-header-builder{--wp-admin--admin-bar--height:0px}}@media (max-width:1119px){.breakdance .bde-header-builder-3571-140 .bde-header-builder__container{flex-direction:column}}.breakdance .bde-div-3571-141{width:100%;align-items:center;text-align:center}.breakdance .bde-div-3571-142{padding:8px;border-radius:16px}.breakdance .bde-div-3571-142{background-color:var(--bde-brand-primary-color)}.breakdance .bde-div-3571-142{backdrop-filter:saturate(280%) blur(25px);-webkit-backdrop-filter:saturate(280%) blur(25px)}@media (max-width:1023px){.breakdance .bde-div-3571-142{width:100%}}.breakdance .bde-div-3571-143{padding:0;margin-top:0;margin-bottom:0;flex-wrap:wrap;flex-direction:row;align-items:center;justify-content:space-evenly}@media (max-width:1023px){.breakdance .bde-div-3571-143{width:100%;flex-wrap:wrap;flex-direction:row;justify-content:space-between}}@media (max-width:1023px){.breakdance .bde-menu-3571-145 .breakdance-menu{--menu-background:var(--bde-brand-primary-color);--toggle-layer-width:30px;--toggle-layer-height:3px;--toggle-layer-color:#fff;--toggle-layer-border-radius:110px;--mobile-offcanvas-x:100%;--mobile-topbar-padding:32px;--mobile-topbar-logo-width:32px;--link-color:var(--bde-background-color)}.breakdance .bde-menu-3571-145 .breakdance-menu-link{color:var(--bde-background-color)}}@media (min-width:1024px){.breakdance .bde-menu-3571-145 .breakdance-menu{--links-gap:16px;--link-color:#fff;--link-padding-top:8px;--link-padding-right:8px;--link-padding-bottom:8px;--link-padding-left:8px}.breakdance .bde-menu-3571-145 .breakdance-menu-link{color:#fff;font-size:14px;font-weight:600}.breakdance .bde-menu-3571-145 .breakdance-menu{--dropdown-link-icon-color:var(--bde-palette-dark-brand-6)}}@media (max-width:1023px){.breakdance .bde-menu-3571-145 .breakdance-menu{--links-gap:0;--dropdown-link-icon-display:none;--dropdown-link-description-display:none;--dropdown-links-gap:var(--gap-none)}.breakdance .bde-menu-3571-145 .breakdance-menu-list{align-items:stretch;background-color:var(--menu-background);display:none;flex-direction:column;left:var(--mobile-offset-x);max-height:var(--menu-max-height);overflow-y:auto;position:absolute;top:var(--mobile-offset-y,100%);width:100vw;z-index:var(--bde-z-index-menu-mobile)}.breakdance .bde-menu-3571-145 .breakdance-menu-list>.bde-button{border-top:var(--link-border);justify-content:var(--link-alignment);margin-left:0;padding:10px 15px}.breakdance .bde-menu-3571-145 .breakdance-menu-list>.bde-button .button-atom{width:var(--bde-button-width,100%)}.breakdance .bde-menu-3571-145 .breakdance-menu-list>:last-child{border-bottom:var(--link-border)}.breakdance .bde-menu-3571-145 .breakdance-menu .breakdance-menu-link{border-top:var(--link-border);outline-offset:-1px;padding:var(--mobile-link-padding-top) var(--mobile-link-padding-right) var(--mobile-link-padding-bottom) var(--mobile-link-padding-left)}.breakdance .bde-menu-3571-145 .breakdance-menu-topbar{align-items:center;display:flex}.breakdance .bde-menu-3571-145 .breakdance-menu-toggle{display:flex}}.breakdance .bde-button-3571-153 .bde-button__button{--bde-button-custom-border-color:transparent;--bde-button-custom-border-color-hover:transparent;--bde-button-custom-text-color:#000;--bde-button-custom-text-color-hover:#000;--bde-button-custom-background-color:#fff;--bde-button-custom-background-color-hover:#fff;border-radius:8px;color:#000;font-size:14px;font-weight:600;padding-top:10px;padding-right:12px;padding-bottom:10px;padding-left:12px}.breakdance .bde-code-block-3562-101{width:100%}@media (min-width:1120px){.breakdance .bde-icon-3572-133{display:none}}@media (max-width:1119px) and (min-width:1024px){.breakdance .bde-icon-3572-133{display:none}}@media (max-width:1023px) and (min-width:768px){.breakdance .bde-icon-3572-133{display:none}}@media (max-width:767px) and (min-width:480px){.breakdance .bde-icon-3572-133{display:none}}@media (max-width:479px){.breakdance .bde-icon-3572-133{display:none}}.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:.5em}.mw-parser-output .hatnote+link+.hatnote{margin-top:-.5em}#tt{position:absolute;opacity:.95;width:auto;display:none}.cmtt-backlink{display:block;margin:10px 0}div.cmtt_related_title{margin-bottom:0;margin-top:20px}div.cmtt_related_title{font-weight:700}ul.cmtt_related{margin-top:0;clear:none}li.cmtt_related_item{margin-bottom:10px}.glossary-container{position:relative}div.glossary_mw_wikipedia{font-size:14pt;margin:.5em 0}.cmtt-social-box{width:auto;display:flex;margin-bottom:10px;padding:0}.cmtt-social-box>div{height:25px;max-width:68px;margin:4px 4px 0 0}.cmtt-social-box .sharetitle{border-right:1px solid #d2d2d2;padding:0 10px 0 0;margin:0 10px 0 0;line-height:25px;vertical-align:middle;display:inline-block;font-size:large;font-weight:700;max-width:fit-content}.cmtt-social-box>div *{vertical-align:top!important}#tt{z-index:1500}.animated{-webkit-animation-duration:1s;animation-duration:1s;-webkit-animation-fill-mode:both;animation-fill-mode:both}
Marketing, as a diverse business procedure, has seen significant evolution over centuries. The term first made its appearance in dictionaries during the 16th century, primarily denoting the process of buying and selling commodities in a marketplace. By the late 19th century, the definition broadened to include activities related to sales and advertising[2]. This broadening was directly related to the emergence of consumer culture in Europe, where advertising, branding, packaging, and labeling became widespread practices. The Industrial Revolution further refined these practices, laying the groundwork for contemporary marketing strategies like market segmentation and product differentiation[1]. Marketing evolved into a professional practice in the 20th century, with its different orientations mirroring the business philosophies of the era. Presently, marketing not only aims at satisfying consumer requirements but also endeavors to contribute positively to society and the environment, an idea referred to as societal marketing.
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities assisting the buying and selling of products or services came into popular use in the late nineteenth century. The study of the history of marketing as an academic field emerged in the early twentieth century.
Marketers tend to distinguish between the history of marketing practice and the history of marketing thought:
Although the history of marketing thought and the history of marketing practice are distinct fields of study, they intersect at different junctures. Marketing practitioners engage in innovative practices that capture the attention of marketing scholars who codify and disseminate such practices. At the same time, marketing academics often develop new research methods or theories that are subsequently adopted by practitioners. Thus developments in marketing theory inform marketing practice and vice versa. The history of marketing will remain incomplete if one disassociates academia from practitioners.
The publication, in 1960, of Robert J. Keith's article, "The Marketing Revolution", was a pioneering work in the study of the history of marketing practice. In 1976, the publication of Robert Bartel's book, The History of Marketing Thought, marked a turning-point in the understanding of how marketing theory evolved since it first emerged as a separate discipline around the turn of last century.