From the origin of the marketing to the social orientation: from the economic perspective to the social one. Organization and communication aspects

This research analyzes the historic events that favored the origin of the marketing as a technique, its application and its later consolidation as a discipline. From that time the evolution is gone on from its economic origin to the application to any type of organization or product, defining the parameters through marketing is nowadays governed. This is because the orientations of the marketing have gone evolving in the 20th and today all the organizations are directed to the market and, therefore, their activity is planned from the marketing. Nonetheless, in the last years the organizations have a new demand presented to them: goes beyond the user's satisfaction; so, they should act low the conception of the called social marketing and, in this way, contributing also to the well-being of the long-term society.