marketing history

marketing history Although the first signs of commercialization date back to 1450, when Gutemberg invented the printing press and allowed the mass dissemination of printed texts for the first time in history, it was not until the 50s of the twentieth century that marketing began to flourish and awaken . in companies a great interest in that.

The explanation lies in the fact that production activity is no longer key in today's companies, where commercial activity acquires a crucial importance. In this context, marketing departments in companies begin to appear for the first time, with increasingly broad functions as the years go by.

With the passage of time, marketing ceases to be a tool whose sole purpose was to manage the sales operations of the company and in which its character was exclusively administrative. The end of the marketing department is no other than to satisfy the demand, since in an increasingly globalized world like the present one, the only way that companies do not lose the battle with their competitors is to offer their claimants a product that satisfies your needs. a greater extension.




Although there is no single definition of commercialization, since the different authors who have referred to it have not been able to agree, yes, we can make sure that there are two large groups within it:

Strategic Marketing: focuses on the need to understand to what extent and in what way the future changes that the market will experience can affect the normal activity of the company in order to establish the appropriate strategies to adapt to them. It is, therefore, a systematic and permanent analysis of market needs with the aim of developing profitable products that differentiate a company from its most immediate competitors, thus obtaining a comparative advantage. Its orientation is long-term.

Operational Marketing: refers to the activities of sales organization and communication strategies, in the short and medium term, which aim to advertise and value potential buyers the distinctive qualities of the products offered by the company.

Therefore, the difference between one and another is that strategic marketing is a system of ideas and market research; while operative marketing is an action system that allows the product to be brought closer to consumers. Despite this, the objective of both is the same: to satisfy the needs of the clients.


the four "P" marketing, due to its initials in English: product, price, promotion and distribution. The term mixture means that these four variables can be combined to adapt to the company.

In this way, the elements of the marketing mix are a set of resources that have a common goal and a certain homogeneity among them, with which the company tries to satisfy the needs of the consumer. Let's analyze them individually:

Product: it is an essential element within the marketing policy, since it is the object of desire through which the company can influence the market. From the point of view of marketing, a product is all that one wants to buy and, therefore, satisfies the needs of the consumer.

Price: the amount of money that the buyer of a given good or service delivers to the seller in exchange for its acquisition. His study is really important because it is the marketing variable that most influences consumer decisions.

Distribution: is formed by the set of processes that lead to the product from the company to the consumer. Basically, three stages can be distinguished: product storage, physical distribution and billing and collection. It is done through the distribution channels.

Promotion: the objective of the promotion policy is to increase sales by disclosing the product or service in the market, improving the image of the company or promoting the purchase of the product. To achieve this, techniques such as advertising, sales promotion, public relations or marketing are used.