РАЗВИТИЕ НА МАРКЕТИНГОВАТА МИСЪЛ В ПЕРИОДА 1910-1920 Г.
DEVELOPMENT OF MARKETING THOUGHT WITHIN THE PERIOD 1910-1920

DEVELOPMENT OF MARKETING THOUGHT WITHIN THE PERIOD 19210-1920

Author(s): Hristo Katrandzhiev
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: institutional marketing school; functional marketing school; and commodity marketing school; differentiation; segmentation; positioning; branding
Summary/Abstract: The paper analyzes the genesis of marketing and more specifically the genesis of fundamental marketing schools as well as the genesis of basic marketing concepts. The research method consists of studying secondary sources (publications in the area of marketing) from the period 1910-1920. We study the appearance of institutional marketing school, functional marketing school, and commodity marketing school. We also analyze the origin of basic marketing concepts as differentiation, segmentation, positioning, branding, etc.

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