Fundamentals of marketing theory
Since the existence of mankind, trade has been the most basic means of survival through the production of surplus. Historically, people used to trade with the agricultural products which produced manufactured goods. Through such exchange trading centers such as village fairs and local markets came into existence. People could then exchange goods and services in these places because of the emergence of trade. Marketing therefore mainly deals with exchange of goods and products or trade. After the Second World War marketing developed in the United Kingdom with the formal business activities taking place having codified philosophy and set strategies. Businesses operating in a competitive environment ensure they have good marketing skills to plan their operations since the changing needs of a targeted market enable the business firms to achieve their objectives (Lancaster, 2009).
Many people have been trying to come up with the correct definition of marketing. The question on whether marketing should include the non business organizations came into being since many argued that business was not...
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...erview of Marketing: History and Theory.
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