The American Marketing Association defines the activity as a “set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, partners, and society at large.”
Note that, in this definition, the value of the customer in the marketing process is clear.
But did you know that it wasn't always like this?
To understand the trajectory of marketing around the world, I invite you to go back a few years, to your elementary school history classes.
You may have learned that uruguay mobile database ancient civilizations eventually began to exchange goods with each other as a form of trade, albeit a rather primitive one.
Man, then, needed to develop persuasion skills to convince others about the importance and usefulness of his products.
In fact, in classical antiquity, there are records that the so-called “auctioneers” were professional marketers, selling products and slaves wherever they went.
Later, with the great navigations, currencies appeared and commercial relations intensified and became more complex.
As early as 1455, the emergence of Gutenberg's printing press was a major milestone for the press: from then on, it was possible to print on a large scale materials that had previously been written by hand.
Years later, this invention would drive the production of the first printed advertisements.
But it was after the first Industrial Revolution, in the 18th and 19th centuries, that the concept of marketing as we know it today began to take shape.
After all, these were times of mass production like never before.
With this, the mainstream media also began to emerge, and merchants needed to learn new ways to promote their products so as not to be left behind.
Although it is difficult to specify when marketing emerged, there is a consensus among many scholars that the Industrial Revolution transformed the way the activity was carried out.
Marketing guru Philip Kotler has called this “production era” marketing 1.0.
Companies were not concerned with product quality or customer demands... It was production and sales, that's all.
In the interwar period, that is, between the beginning of the 20th century until the end of the Second World War in 1945, marketers began to see the need to understand how advertising affected people and businesses.
Despite being new as a science, it was already evident that marketing was capable of generating positive or negative associations in consumers when exposed to certain brands.
After the Second World War, competition grew increasingly and products previously sold on a large scale began to be stocked.
The focus of companies, instead of mass production, then shifted to sales.
It was necessary to sell at any cost, and the great allies for this were billboards, newspapers, magazines, including radio with the first broadcast in 1920, and television, which, from 1940 onwards, took global marketing to another level.
In Brazil in the 1950s, we were experiencing a period of great economic and industrial acceleration.
And it is from this decade that I begin a timeline with the main characteristics of marketing for each phase of history.
1950s – The beginning of Marketing in Brazil, a period of industrialization and when television arrived in the country. A large part of the population still lived in the countryside.
1960s - For the first time, brands began to have more sophisticated marketing departments, concerned with developing production strategies.
Among them, the concern about what to produce, where to sell, for what price and how to advertise the product to the consumer. The urban population finally surpasses the rural population, giving rise to a new type of consumer.
1970s – With marketing becoming more consolidated, we have more demanding customers. It then becomes an essential strategy not only for companies, but also for governments, organizations and even religious entities.
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