A Study on Pioneer Marketing Thoughts

Abstract

The study reviews the works of pioneers in marketing thought, appreciating their contributions to the marketing place. It is aimed at
reviving the interest for historical marketing, which has been on the steady decline in the 21st century. The history of marketing thought includes not only the ideas, theories, and schools of thought, but also the centre of influence upon marketing thought. The study worked with secondary data. The publications of the marketing scholars provided the literature base for this review. The search included all of the major marketing journals, business and economic history periodicals, and an internet bibliographic search. The search was a thorough, yet not exhaustive review, of the literature. The finding of the study showed the humble conception of marketing, the available early courses in marketing, the emergence of earlier teachers in marketing, and early contributors to marketing thought. The implication of the study suggests that today marketing must be understood not in the old sense of making, a sale, but in the new sense of satisfying customer needs. This means that if the marketer does a good job of understanding consumer needs; develop products that provide superior value; and prices, distributes and promotes them effectively, these products will
sell very easily.