Year: 2014
Type: article
Abstract: The paper reviews from a historical perspective the evolution of the concept of marketing from its origins to nowadys (last definition by AMA in 2013). We review the literature that explains the emergence of the discipline and the outstanding periods according its development and implementation to become what it represents today, with special mention of overcoming the purely economic sphereas in favor of another kings of products or ideas. The conclusions point to uniform criteria for the application of marketing in the international context regardless of the type of product to which it applies.
Author: José Sixto-García
Institution: Universidade de Santiago de Compostela
Language: Spanish
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2907691917