“All evolution in thought and conduct must at first appear as heresy and misconduct.”
George Bernard Shaw, playwright and political activist (1856–1950)
When you have completed this chapter, you will be able to
The most important thing to understand about marketing is that it is a formalization of ordinary and commonplace human activity. Evolution is essentially adaptation in relation to prevailing environmental conditions, and as such what we refer to as marketing today represents a way of thinking and a series of activities that have manifested in a number of forms and contexts throughout recorded history. The term marketing wasn't really widely used until the 1950s, and the history of formalized marketing thought does not extend beyond the twentieth century. That, of course, does not mean there was no buying and selling happening beyond that time. It does not mean that people were not consuming and differentiating ...