Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the...

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The agricultural age was characterized by the exchange of basic commodities through bazaars, while the exchange of goods (and increasingly, services) through shopping malls has defined the ageing industrial age. Though we are now well into the information age, we still lack a comprehensive...

Post-war advances in technology have changed the concept of marketing management considerably. The core of this change is the shift of emphasis from the firm to the buyer. In this survey article, the author reviews all the important approaches to understanding buying behavior and provides an...

Purpose: The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation....