MKTG 3310 Study Guide - Midterm Guide: David Packard, Customer Relationship Management, Douglas Edwards
Document Summary
"marketing is too important to be left to the marketing department. " More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized. Simple trade era (pre-industrial revolution)-families sold their surplus output to local distributors. Production era (1860 1920)-a company focuses on production of a few specific products perhaps because few of these products are available on the market. Sales era (1920 1950)-a company emphasizes selling because of increased competition. Marketing department era (1950-1970)-all marketing activities are brought under control of one department to improve short-run policy planning and to try to integrate the firm"s activities. Marketing company era (1970-1990)-in addition to short-run marketing planning, marketing people develop long range plans guided by the marketing concept.
