History of Marketing

The History of Marketing Thought' categorised the development of marketing theory decade by decade from the beginning of the 20th century thus:

* 1900s: discovery of basic concepts and their exploration
* 1910s: conceptualisation, classification and definition of terms
* 1920s: integration on the basis of principles
* 1930s: development of specialisation and variation in theory
* 1940s: reappraisal in the light of new demands and a more scientific approach
* 1950s: reconceptualisation in the light of managerialism, social development and quantitative approaches
* 1960s: differentiation on bases such as managerialism, holism, environmentalism, systems, and internationalism
* 1970s: socialisation; the adaptation of marketing to social change