Przeszłość i przyszłość marketingu

• Autorzy: Jolanta Mazur

Warianty tytułu

Marketing : Past and Future

• Języki publikacji: PL

Abstrakty

Marketing, jak wskazują liczne źródła, był praktykowany od zarania dziejów. Wątków marketingowych dopatrują się współcześni autorzy w pracach Platona i Arystotelesa (rola marketingu w społeczeństwie) oraz Tomasza z Akwinu (jak praktykować działania marketingowe, nie grzesząc) [Shaw, 1995, s. 7-20; Jones, Shaw, 2002, s. 39-66]. Historię marketingu jako dyscypliny akademickiej ocenia się na 100 lat. To wystarczy, aby uznać ją za dojrzałą, zidentyfikować punkty zwrotne i spojrzeć w przyszłość. Takie możliwości stwarzają publikacje prezentujące kolejne etapy rozwoju marketingu i kształtowanie się kolejnych szkół w ramach tej dyscypliny. Można nawet mówić o odrębnej szkole historii marketingu. Reprezentują ją z reguły autorzy amerykańscy. Wynika to zapewne z faktu, że właśnie akademicy z USA mieli największy udział w tworzeniu zrębów naukowych i pomnażaniu dorobku marketingu w ciągu wspomnianych 100 lat. Z zadowoleniem należy odnotować stopniowo rosnące znaczenie naukowców europejskich w rozwijaniu teoretycznej myśli w zakresie marketingu. Chodzi w szczególności o tzw. szkołę nordycką, w której ramach rozwinął się marketing usług i tzw. marketing relacyjny. Pojawia się ponadto coraz większa liczba publikacji autorów azjatyckich, w większości wykształconych na uniwersytetach amerykańskich. W krajach Europy Środkowej i Wschodniej historia marketingu jako dyscypliny naukowej jest relatywnie krótka. (original abstract)

EN

Marketing has been practiced since ancient times. We can trace marketing thought in the works of ancient philosophers. But the history of marketing as an academic discipline is only hundred years long. Throughout the XX century many concepts and ideas had been put forward by academics. They coalesced into several schools of marketing thought. The traditional approach to study marketing was focused on marketing functions, marketing institutions (trading firms) and moving commodities from sources of supply to places of demand. The three schools of marketing thought can be identified at this early stage of developing the discipline. The so called paradigm shift, which started in the late fifties of the XX century resulted from the after the II World War supply surpluses in the American economy, and consequently the business entities needing to generate the necessary demand. New modern marketing schools emerged such as marketing systems school, marketing management school, exchange school, consumer behaviour school, macromarketing school. In the mid seventies of XX century researches from outside the discipline entered marketing. This was a consequence of broadening paradigm and expanding the discipline boundaries. From now on, all forms of social exchanges had been considered an occasion to implement marketing concepts. This however worried some academics, who argued that marketing should be restricted only to the buyer-seller exchanges. The recently witnessed turbulence in the business environment (including technological advances) had a significant impact on the marketing practice and theory. Among others, the concepts of 'value creation' and 'value chain' had been introduced. In the eighties and nineties the areas of services marketing and relationship marketing received an increased attention. The marketing-mix paradigm was found by many authors inadequate to incorporate the theoretical shift of co-creating customer experience. The new role of marketing in an organisation was proposed, as well. Now, at the outskirts of the new millennium many representatives of the marketing community engage in the discussion on a new paradigm suggesting a shift from the goods-centred to the service-centred approach.(abstrakt oryginalny)

Słowa kluczowe

PL

Dział marketingu; Marketingowa koncepcja przedsiębiorstwa; Teoria marketingu

EN

Marketing department; Marketing concept of the company; Marketing theory

• Czasopismo: Zeszyty Naukowe / Szkoła Główna Handlowa. Kolegium Gospodarki Światowej
• Rocznik: 2010
• Numer: nr 27
• Strony: 19--42

Twórcy

autor

Jolanta Mazur

• Szkoła Główna Handlowa w Warszawie

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