The origins of marketing are indeed fascinating, with early examples like the snake in the biblical

narrative persuading Eve to eat the forbidden fruit, which can be seen as an early form of persuasive
communication. Philip Kotler is often considered the “father of modern marketing” due to his extensive
contributions to marketing theory and practice. However, Aristotle’s work on rhetoric also had a
significant impact on the art of persuasion, laying the foundation for modern marketing and selling
techniques.

The history of marketing is marked by several key milestones: the first department store, Mitsui, opened
in Japan around 1673; the first newspaper ad appeared in England in 1652, advertising coffee; and the
first branded commodity was Pear’s soap. Marketing began to take shape as a formal discipline in the
early 20th century, with economists initially leading the way due to their interest in understanding and
influencing demand beyond just price12

Marketing indeed has its roots in sales departments. Initially, companies focused on direct
sales, with salespeople being the primary drivers of revenue. However, as businesses
grew, the need for more specialized roles became apparent. Here’s a brief overview of
how marketing evolved:
Salespeople were primarily focused on closing deals and didn’t have the time or expertise
to handle tasks like consumer research, lead generation, and creating promotional
materials.
To support sales efforts, companies began hiring specialists to handle these tasks. This led
to the creation of roles focused on:
Understanding customer needs and preferences.
Identifying and qualifying potential customers.
Developing brochures, ads, and other marketing materials.
As these roles grew in importance, they eventually split from the sales department to form
dedicated marketing departments. This allowed for a more strategic approach to market
research, product development, and promotional activities.

The role of marketing continued to expand, leading to the establishment of the Chief
Marketing Officer (CMO) position. The CMO became a key part of the executive team,
alongside roles like the Chief Financial Officer (CFO) and Chief Information Officer (CIO).

Today, marketing encompasses a wide range of functions, including brand management,

market segmentation, distribution channel management, pricing strategy, communication,
database management, direct marketing, and digital marketing.
Regarding Dale Carnegie, he played a significant role in the development of sales and
marketing techniques through his work on interpersonal skills and public speaking. His
book, “How to Win Friends and Influence People,” has been influential in teaching people
how to effectively communicate and persuade, which are essential skills in marketing.
Marketing has come a long way from its early days in sales departments to becoming a
critical function
Broadening marketing, which I've been discussing, could have remained purely commercial, but then I
collaborated with Professor Sid Levy at Northwestern. We initiated the concept of broadening
marketing, recognizing that the tools used to target consumers could be applied in other areas. For
instance, place marketing involves promoting a city to attract tourists, businesses, or tech professionals,
essentially making the city more appealing compared to other locations. Another example is person
marketing, where agencies like William Morris help individuals, such as aspiring singers, enhance their
visibility and marketability. They might suggest changes in appearance or style to better align with a
desired image, like reviving the archetype of Joan Baez, the folk singer, to create a new, relatable
persona.

Social marketing is another branch. Today, there are 2,000 social marketers worldwide, working to
encourage positive behaviors like eating better, exercising more, and saying no to drugs and tobacco.
Sweden was one of the first countries to aim for a nation of nonsmokers and non-drinkers, starting
education at the primary school level to instill these values as good public policy. Political marketing is
also prevalent, though it has arguably degenerated. Fundraising, while seemingly a one-way transfer, is
also a form of marketing, as it involves giving something back to donors, such as recognition or a sense
of contribution.

We all engage in marketing in some form. Competing for a job, a desirable apartment, or even courting
someone involves marketing ourselves. However, marketing has its criticisms, such as creating
unnecessary differentiation, promoting materialism, and neglecting product safety. Marketers often
push consumers to spend beyond their means, contributing to financial crises. They also tend to
prioritize profits over the environmental and resource costs of production. Despite some efforts to
promote responsible consumption, marketing often encourages a materialistic mindset and overlooks
the importance of sane consumption.

Marketing has undoubtedly raised the standard of living in the United States by encouraging people to
buy new things, such as appliances, which were initially expensive and slow to be adopted. Marketers
have played a crucial role in promoting the middle-class lifestyle and defining what it means to want as a
member of this class. Social marketing has also contributed to improvements in various areas, including
environmental preservation, obesity, and littering. Marketing is vital to the cultural world, helping
museums and performing arts institutions attract visitors, donors, and government grants. These
institutions face challenges like the aging of audiences, but marketers use segmentation, targeting, and
positioning to ensure that theaters are filled and museums remain busy.

"Firms of Endearment: Profit from Passion and Purpose" emphasizes the power of customer loyalty,
showcasing how companies that people genuinely love—such as Apple, Amazon, and Costco—thrive by
building emotional connections. These firms, labeled "firms of endearment," are significantly more
profitable—up to nine or ten times more than others—despite spending less on marketing. Their
customers essentially become their advertisers, driven by their passion for the brand. This underscores
the importance of creating a strong emotional bond with consumers, as it leads to higher profitability
and enduring success.

In this discussion, a direct marketing professional asks about the relevance of the traditional 4 Ps
(Product, Price, Place, Promotion) in the digital age. Kotler acknowledges the accountability and
measurable impact of direct marketing, particularly in testing and evaluating strategies. He explains that
while new distribution channels (Place) continue to emerge, the future of marketing will likely shift from
a product-centered approach to a system-centered one. Kotler envisions "Marketing 4.0" as companies
building ecosystems and platforms—like Apple or Harley Davidson—that create immersive,
interconnected experiences for consumers, fostering deeper engagement and loyalty.

References:

Wikipedia contributors. (2024, September 15). History of marketing. Wikipedia.

https://en.wikipedia.org/wiki/History_of_marketing

Source: Conversation with Copilot, 9/29/2024

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https://www.business2community.com/digital-marketing/what-is-social-marketing-with-7-stellar-
examples-02236451