Chapter 7 – Marketing Fundamentals Part 2 – The Evolution of Marketing and the Marketing Environment.
Chapter 7 – Marketing Fundamentals Part 2 – The Evolution of Marketing and the Marketing Environment The Evolution of Marketing: From Production to Customer-Centred Business Strategy. Introduction. Marketing has undergone one of the most significant transformations in modern business. What was once primarily concerned with selling products has evolved into a strategic discipline focused on understanding customers, creating value, building relationships, and achieving sustainable competitive advantage. Today's organisations operate in an environment characterised by rapid technological innovation, global competition, changing consumer expectations, and increasing social responsibility. Consequently, successful marketing requires organisations to remain flexible, customer-focused, and responsive to continuous change. This section explores the historical evolution of marketing, examines the different marketing orientations adopted throughout history, and analyses the internal and exte...