Marketing: History and Development of Its Definition

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Author(s): Paulo Botelho Pires (Porto Business School, Portugal), José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal)and Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)
Copyright: 2025
Pages: 17
Source title: Encyclopedia of Information Science and Technology, Sixth Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Founding Editor-in-Chief, Information Resources Management Journal (IRMJ), USA)
DOI: 10.4018/978-1-6684-7366-5.ch059

Keywords: Computer Science & IT / Global Information Technology / Information Science Reference

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Abstract

The article contains a description of the historical evolution of marketing and the evolution of marketing definition. Learning the history of marketing and the evolution of its thinking is supposed to be an inconsequential effort, or at the very least it can be expected to be an unbalanced effort, where the benefits obtained are potentially out of proportion to the commitment required and the knowledge obtained. It is also pertinent to complete the history of marketing with the evolution of the definition of marketing, assessing what has changed over the years to the current version. A table will be presented with a list of the most prominent definitions identified in the bibliography, starting with Converse's 1921 definition and ending with the 2017 AMA definition.

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