History of marketing | Sociamonials Blog

Historia del marketing

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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 publicidad^[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.

Definición de términos

1. ↑ product differentiation. Product differentiation is a tactic employed by companies to set their goods apart from similar market offerings. This strategy focuses on establishing a unique selling point or emphasizing particular characteristics that render the product superior or distinct from its rivals. The primary forms of product differentiation are vertical, horizontal, and other variations like spatial differentiation. Vertical differentiation pertains to variations in quality and price, which consumers can objectively assess. Conversely, horizontal differentiation is subjective, relating to individual tastes, such as color or taste. Spatial differentiation utilizes geographical location as a distinguishing factor. This strategy can result in a competitive edge, augmented profits, enhanced consumer value, and market segmentation. Nevertheless, it can also influence pricing and demand, particularly when substitute goods are available.

2. ↑ publicidad. La promoción de un producto o servicio a través de la comunicación, también conocida como publicidad, tiene como objetivo informar o persuadir a un público determinado. Sus orígenes se remontan a las primeras civilizaciones, en las que se inscribían mensajes de venta en papiros egipcios y se utilizaban murales murales con fines promocionales en la antigua Asia, África y Sudamérica. A lo largo de los siglos, la publicidad se ha adaptado a los avances tecnológicos y al auge de los medios de comunicación de masas, pasando de los periódicos impresos a las plataformas audiovisuales y digitales. Las estrategias empleadas en la publicidad varían, y algunas se centran en aumentar la concienciación o impulsar las ventas, dirigiéndose a diferentes grupos demográficos a nivel local, nacional o internacional. Los métodos más comunes son la impresión, la radio, los banners web y los anuncios de televisión, entre otros. Los modelos publicitarios modernos han introducido tendencias innovadoras como el marketing de guerrilla y los anuncios interactivos. La contribución de las mujeres a la publicidad es significativa, y sus puntos de vista son muy valorados debido a su influyente poder adquisitivo.

Historia del marketing (Wikipedia)

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:

el history of marketing practice refers to an investigation into the ways that marketing has been practiced; and how those practices have evolved over time as they respond to changing socio-economic conditions
el history of marketing thought refers to an examination of the ways that marketing has been studied and taught

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.

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