History of marketing development

The development of marketing began when the year 1900 occurred a massive industrial revolution
and change the way or behavior of society. If before the revolution society still knew the way of
doing business with the main characteristic mercantilist (trades), then after the revolution the
business behavior of society turned into capitalist. The situation turned into a capitalist because of
the emergence of new forces in the world of commerce, where many people who have a lot of
money using their money as capital to build factories and companies. The goal is to produce goods
more quickly and trade them.

From that process, start a change of way of view and market behavior, where the company uses an
institution to run all the market needs. This is also the background of the emergence of business
management science and marketing. Marketing sciences that use social approaches are growing and
are able to show improvement and development in terms of economy. Marketing provides a new
view that disebuah market or market area, not just a meeting place of sellers and buyers but the
market or market area is where the needs of all parties meet to create a social system.

In 1902 at a university called the University of Michigan, Ed Jones reportedly gave marketing lessons
and Simon Litman at the University of California. Although marketing is still focused on product
distribution at the time, marketing marketing thinking is more prevalent in universities such as
Wisconsin, Northwestern University, Harvard, the University of Illinois and Ohio State. Actually long
before the science of marketing was introduced in 1902, in 1875 there was already a thought about
advertising that is part of the marketing strategy written in the book History of Advertising. Likewise
with the science of buying and selling known by the name of selling is already far more known than
the science of marketing, but the science of selling initially only considered as a way to buy and then
become a reference to be studied and analyzed.

Initially, the marketing approach has 3 main types of keys: advertising, selling and distribution.
However, Ralph Butler and Arch Shaw add other keys such as commodities, institutions, and
functions. Where marketing has discussed about the type of products, marketing and marketing
organizations and in 1914, a Nystrom literature on retailing emerged. Nystrom writes that retailing
encompasses all distribution processes, retail management, product types, marketing practices and
marketing organizations so that marketing science becomes integrated.

Paul Ivey in 1920 published a book incorporating all marketing theories entitled Principles of
Marketing focusing on the entrepreneur's side, but Principles of Marketing by Maynard, Weidler and
Beckman are more popular because their books focus more on the consumer side. In the next
decade, the science of re-enriched marketing with the inclusion of science psychology and social
sciences as well as science marketing mix (4P). When marketing media such as TV became popular in
the 1960s the science of marketing or marketing science grew, but in the 1970s marketing split into
differentiation like international marketing, social marketing, marketing for non-profit organizations
and others and in 1970 the concept of social responsibility has begun to take shape.

Kotler The Father of Marketing

Kotler was well known as "the father of marketing" in the 1970s because of his ability to translate
marketing concepts into a term that is easily understood and understood. Kotler changed the
concept of marketing into the form of marketing applications for public service, politics, health
service, educational service, and so forth. In fact, Kotler's modern marketing concept began in 1967.
At that time Kotler introduced marketing management that included an analysis of marketing
opportunities. In addition, Kotler also organizes marketing activities and makes marketing planning
and control activities. Kotler's Book of Principles of Marketing and Marketing Management is able to
shape and deliver new fundamental thinking in the marketing world.

In 1980, marketing thinking such as positioning popularized Jack Trout and Al Ries. This year also
comes a brand equity created and introduced by David Aaker. In 1980-1990 the level of customer
satisfaction as a very high customer, along with the emergence of the concept Servqual, Service
profit chain and also marketing services.

New Waves

When the world enters the next wave of revolution, ie the information technology revolution, then
new marketing ideas are popping up following the wave of the revolution. One of the concept of
experiential marketing. With the information technology, internet and multimedia make experiential
marketing more developed. service, the role of IT makes the concept of CRM (Customer Relationship
Management) is also growing. Not to mention new jargon like buzz marketing, viral marketing and
others.

The new revolution also impact on the development of advertising media. Increasingly developing
and the complexity of the media to promote make marketers more careful to invest funds.
Therefore emerging new thoughts that arouse. Marketing person to calculate the return on
investment from marketing activities that do. Marketing is faced with the fact that their activities
must be able to be explained in financial languages. Marketing ROI, CLV (Customer Lifetime Value),
and others are thoughts that then begin to emerge.

From the various upheavals of marketing thinking we can conclude that marketing thinking,
inevitably, must continue to change and develop in accordance with structural changes that occur in
the socio-economic order of society, the shape and level of existing competition and technological
developments. After the industrial and IT revolution, the world is forecast to enter the
biotechnological revolution. New waves of technology today, also affect the development of
marketing science. Recent thoughts like CRM (Costumer Relationship Marketing), Presicion
Marketing, Marketing on the Internet, is evidence that the development of marketing is influenced
by the development of technology, especially in the field of information and communication.