The Evolution of Marketing Management – The History & Future

Marketing Management is a discipline focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities for the purpose of creating a demand for the firm’s products for selling the same.

Traditionally, marketing management was partitioned into three silos, namely the 3 C’s, “Customer analysis”, “Company analysis” and “Competitor analysis” (so-called “3Cs” analysis). Over the years, it has evolved into an integrative five “Cs”: “Customer analysis”, “Company analysis”, “Collaborator analysis”, “Competitor analysis”, and “Analysis of the industry Context”.

As the focus of marketing shifted from 3 Cs to 5Cs, so has the strategic intent of firms. It was recognized that a Pull strategy is way more sustainable than a Push strategy, and so has the models of integrative marketing management.

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Author: Kar

Dr. Kar is in the Information Systems & Management area in one of the top QS Ranked universities of Asia/world. He has extensive experience in teaching, training, consultancy and research in Indian Institutes. He has published over 75 high impact research papers with hundreds of citations as per Google Scholar. He has also authored/edited a number of books. He is the Editor and Founder of Business Fundas.
Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.