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Evolution of Marketing

In: Consumers, Society and Marketing

Author

Listed:
  • Dilip S. Mutum

    (Monash University Malaysia)

  • Ezlika M. Ghazali

    (University of Malaya)

Abstract

Marketing necessitates an adaptive approach to its study and perspectives. Historically linked to consumerism, its role has expanded from merely optimizing production to fostering brand loyalty and other activities. This chapter highlights the need for constructive criticism of marketing to stimulate societal improvements. It delves into the evolution of marketing philosophy, challenging the notion that marketing theories add minimal practical value. It also examines the discussions surrounding marketing ethics: its potential manipulative tendencies, the intent of marketers, and the potential need for societal discussions on its changing nuances.

Suggested Citation

  • Dilip S. Mutum & Ezlika M. Ghazali, 2023. "Evolution of Marketing," CSR, Sustainability, Ethics & Governance, in: Consumers, Society and Marketing, chapter 0, pages 31-44, Springer.
    • Handle: RePEc:spr:csrchp:978-3-031-39359-4_2
    DOI: 10.1007/978-3-031-39359-4_2
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