The concept of marketing: Past and present

Goals pursued in this working paper include a synthetic and reflexive study about the historical evolution of the concept of marketing, identifying the most important contributions and their respective Promoters. For this study, three clearly differentiated periods have been identified: the pre-conceptual period (1900-1959), the formal conceptualization period (1960-1989) and the current period of marketing concept (1990 - 2005). The topic is covered from the first "baby steps" of marketing as a discipline more oriented focused on the economy, passing through the significant contributions and birth of a genuine scientific community led by the American Marketing Association, examining the influence of the famous ICTs (information and Communication Technologies) on a concept called e-marketing and on the other hand, the concept of holistic marketing.