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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