n Management Dynamics : Journal of the Southern African Institute for Management Scientists - A century of marketing : achievements, mishaps and future challenges

Volume 14, Issue 4
  • ISSN : 1019-567X



Marketing as a distinct discipline is approximately a century old. This milestone having been reached, it is an appropriate time to ponder the achievements and woes of the discipline and its future challenges. This article attempts to capture the development of marketing thought and practice over the last century, and considers the implications of these developments for, inter alia, marketing education and marketing management. Marketing's evolutionary development over the past century is briefly reviewed in an attempt to interpret the contribution of marketing thought and practice development to current views on marketing. The future challenges to marketing education and management are highlighted, especially those expected against the background of changing consumer behaviour and new technological developments.

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