The SHORT HISTORY of MARKETING
Marketing at this time, became one of the important thinking in modern knowledge especially economic knowledge. If being paid attention to thoroughly, then knowledge marketing might dikata including that came most behind. During other knowledge as accountancy and the management developed the area, marketing still cut off-piece in several different studies, like advertising and the sale. Could not be ignored that the development of modern economic knowledge took part in being influenced by the development of culture of the community especially technology.
The revolution of the industry that was pioneered by James Watt dgn the discovery of his vapour machine, changed the community's order that earlier was oriented agrarian became oriented the industrialist. This was marked by the development of factories that digerakan never again by humankind, but also by the machine, the increasingly big production capacity and the increase in the requirement for the community. The revolution of the industry also brought the important influence in the development of economic knowledge generally. The economic system for example that earlier was oriented merkantilis and phisiokrasi, now changed to the capitalist under the standard of thinking of Adam Smith.
The development of thinking marketing as knowledge personally was born because of various factors: 1. The existence of economic Knowledge as part of the Social Science. Economic knowledge wanted to not want to be able to not run away from his essence as social science. As role social science of the foundation of economic knowledge was to analyse and solve social problems of the community that was connected with economics. This solution always was not able to be solved in a macro manner. The solution in a micro manner clear was needed. The person per the good person in a manner the individual or the group needed the solution on their problem in an individualized manner.
This solution of course needed the analysis yg not only was theoretical-mathematical like in economic knowledge, but needed the analysis that really in accordance with the space challenge and time as well as the context of the problem at the time. 1. The failure of basic Knowledge of Economics. Basic knowledge of economics especially Macro-economics knowledge and micro-economics was regarded failed to break and analyse problems of economics that happened. Several theories of the foundation in micro-economics like the request law, the theory of marginal satisfaction, the theory of the behaviour of the consumer et cetera, it was considered did not satisfy to explain the complexity of actual problems of economics. 2. The development of the community and patterns of the life of the time. The industrial time made the change that was significant in the life order of the community, that in the long run was mentioned as the modern time. But also must be realised that the development of the modern community no longer focusses on the community's groups, but on the life that was individualized, the matter that afterwards was known as the information era. The development marketing as knowledge to the beak the two centuries 20, took part in being affected by the thinkers futuristik that estimated the world developments direction headed this information era. 3. The collapse of the system of world communism. The communism system that had ruled over some parts of the world since to I and continued in to II. Politik in cold war time then reflected the existence of the difference of the view that was very striking between capitalism and communism, actual started from the problem of economics. More to be precise, philosophically the difference of the interpretation against Injil Matius. With the collapse of the system of world communism, the world to was open for the activity of economics.
Countries that earlier followed the system of command economics, changed to memperlajari the market economy system, and knowledge aplikatif yg most was enjoyed was marketing knowledge. Books from various experts in the Western World began to be supervised and translated in the local language. Including also marketing books, especially the book from begawan marketing the world, Philip Kotler. Apart from the background of the birth and the knowledge expansion marketing, we must know several matters to be basic in the history marketing. Marketing clear was begun from the exchange activity whether between personal privately, the group et cetera. This exchange needed a consensus together around sides that carried out this exchange. But this exchange could not be personally acknowledged as knowledge marketing. Because in fact this activity more was practical economics only. Marketing was born as starting precisely knowledge from advertising knowledge (advertising). marketing the first time being taught in the class by ED. Jones during 1906 in University of Michigan and afterwards by Simon Litman in University of California in the same year. Marketing furthermore more was gazed at as distribution knowledge (the mass distribution), and his teaching was then increasingly wide to foremost universities in the United States. Whereas being gazed at from the corner advertising, marketing has developed more previously to the last beak the 19th age, through the publication of books that be connected with advertising. In periods terkemudian, marketing was taught with three main elements, that is advertising, selling and distribution. Et cetera slow but definitely, other elements then began dimasukan in thinkings marketing. Among them, the concept of consumption, the behaviour of the market, et cetera. Three Marketing periods. Marketing grew as modern knowledge, as being known at the moment, because of urging of the experts who join in as well as contributed thinking inside.
These experts were divided into 4 main groups, that is: 1. The founding group was them who gave birth marketing since from first, that despised the foundations marketing like that has been mentioned above, where marketing had 3 elements of the main foundation. 2. The academic's group, among them was Philip Kotler, Theodore Levitt, et cetera. This period was marked by the development to the side of the modernisation of thinking marketing, and the utilisation of other knowledge that were relevant in the field marketing, like social psychology. 3. The consultant's group. Their number enough. Their thinking not only in the research that was quantitative, but rather headed in observation and observation that were subjective. Between them this was Jack Trout and Al Ries. 4. The practitioner's group, was them who earlier worked in the marketing field, had held the high-ranking position of the field marketing in a big company et cetera. Their thinking was more oriented to their experience was personal while they worked. So as their thinking was aplikatif. This separation basically was not permanent, because of having also the academic's group that became the consultant, the practitioner et cetera. This separation was meant to understand the framework thought marketing as knowledge better. New waves of technology today, join in also influenced the development of knowledge marketing. Latest thinkings like CRM (Costumer Relationship Marketing), Presicion Marketing, Marketing ounce the Internet, was proof that the development marketing was affected by the development of technology especially in the information field and communication.
Read More ..
