Complete Marketing Guide: Learn the concept and how to create a growth strategy for your brand
Posted: Sun Jan 26, 2025 7:03 am
Although many companies do not understand the concept of marketing and its importance at the beginning, there are different processes that can be carried out, even without having a dedicated team.
To facilitate the understanding of this broad concept, it is necessary to bring together everything that is fundamental.
For this reason, we have prepared this material that will teach costa rica mobile number database you once and for all what marketing is, the origin of its existence, the objectives it has to help a company grow and the practical strategies with which you can begin to implement it in your business.
What is marketing?
In order to give a concrete definition of what marketing is, it is necessary to refer to different meanings that have arisen regarding this word throughout history.
However, we can say that marketing is a set of actions through which a company studies the needs or characteristic problems of an audience , be it a person or another company, and from there establishes strategies to discover how to solve them through its product or service.
There are other terms associated with marketing: one of them is marketing, which comes from the English word market: " Market ".
There are also other names that have emerged given the variations of our language such as marketing or marketingology .
Brief history of marketing
Learn the context of how this concept has evolved to the present day.
When did it arise?
The activity known as exchange or barter in past civilizations gave a first notion of what the market is.
However, it was during the industrial revolution and its consequences, such as capitalism and mass production, that the appropriate scenarios for what we call marketing began to emerge.
In 1914, the first formal research on marketing was published by Lewis Wild, a member of the American Economic Association.
Thus, this term comes from the time of the First World War, contrary to what many think when relating it only to the 21st century.
Decades later, in 1936, the Journal of Marketing emerged , a kind of journal for marketing professionals, published by the American Marketing Association (AMA), which remains in force today.
It was this same association that in 1960 first defined marketing as " the performance of business activities that direct the flow of goods and services from the producer to the consumer or user."
And in this year the concept of the 4Ps of Marketing by Jerome McCarthy also emerged.
Following the emergence of television in 1967, one of the fathers of marketing, Philip Kotler , appeared on the scene with his book Marketing Management.
In 1985, a few years after the appearance of the first personal computer, AMA redefined marketing as " the process of planning and executing the conception, pricing, communication, and distribution of ideas, products, and services to create exchanges that satisfy individual and organizational objectives."
At the end of the century, the Internet emerged, and with it one of the most momentous changes in the history of humanity.
The exchange of information in an unprecedented way led to changes in people's consumption habits and, consequently, in companies' marketing methodology.
How was marketing done in the beginning?
It took great inventions during the Industrial Revolution, such as the printing press, to make the mass publication of information possible and allow people to learn about topics beyond what they heard from other people .
The mass production of articles allowed people to access information, which, although at first it was a luxury, became more affordable thanks to market diversification.
Radio and television as mass media led to the study of demographic characteristics of the public, a marketing action used today.
The appearance of the telephone in the 1970s brought about what we know as telemarketing, a practice still in force today, loved and hated by many.
We could name other ways of doing marketing decades ago, but it was the Internet that marked a before and after in the practice of marketing actions.
What objectives did marketing fulfill?
From the AMA definitions, we can deduce that marketing focused more on promoting products or services, in other words, convincing people that the product or service offered was the best alternative.
Unlike today, people had few sources of information that allowed them to wonder whether what was offered was really the best or not , so the simple repetition of advertisements or word of mouth was enough for companies to gain recognition.
Marketing Fundamentals
When we talk about fundamentals, we refer to a series of concepts that encompass what marketing is. These were created in different eras and provided the basis for what we know today.
Philip Kotler
American born in 1931, he is considered one of the fathers of marketing worldwide.
Kotler defines Marketing as: "... a process, both administrative and social, by which people obtain what they want and need through the generation of desire, supply and exchange of products of value ."
Seth Godin
Seth Godin created one of the first digital marketing companies, Yoyodyne, which was bought by Yahoo! in 1998. He is one of the gurus of modern marketing.
He defined successful marketing as that which has the ability to attract the public and capture their attention .
Author of the book "Vaca Morada", a reference on the creation of innovative products.
Martin Fishbein
Creator of the theory of multiple attributes, where he explains, among other things, how perceptions influence people's decisions .
Fishbein argued that people's purchasing decisions are affected by the forces of influence acting upon them .
Jerome McCarthy
Creator of the "Marketing Mix" , he brought one of the most applied foundations for understanding marketing today: the 4P's.
McCarthy stated that product, price, promotion and point of sale are the fundamental variables for a company to implement its marketing strategy.
What are the objectives of marketing?
So far we have seen how marketing has been influenced by different minds and also by changes in human culture over time. But where does marketing lead? What is its purpose within a company?
Marketing has different objectives . To make it easier to understand, we can divide them into general and specific ones.
General Objectives
Helping the company grow within its segment : A company's environment includes opportunities and threats to its stability and growth. Marketing must help it address these factors in order to achieve its development.
Detect opportunities for the development of solutions : this is necessary for the company to know its audience, the problems and needs it must address.
Bring profit to the company : in other words, bring a return on the investment made in marketing actions.
Ensure market share so that the brand does not live in anonymity.
Specific objectives
Attracting and retaining new customers, understanding that bringing in new customers is much more expensive than maintaining the current base.
Distribute the product or service correctly, after having established the ideal characteristics of the environment in which the product will be sold, ensuring efficiency in its delivery.
Establish appropriate prices, according to the context in which the product will act, hence the importance of knowing the audience.
Surpassing customer expectations by developing strategies that allow us to identify their opinion of the product or service as well as the means by which they learned about it.
Types of marketing
There are many types of marketing, and these are not necessarily independent in their actions. It is normal for them to mix and complement each other within a company's marketing strategy.
Below we list the best known:
Offline marketing
We can place here all the actions that were done before the existence of the Internet or even those that happen today outside the web.
This type of marketing refers to the 4Ps mentioned above, which refer to: product, price, promotion and point of sale.
Online marketing
Unlike offline marketing, online marketing includes all actions that are carried out on the Internet, such as:
web pages,
corporate blogs,
emails,
social networks ,
instant messaging,
search engine ads,
inter alia.
Thanks to the imp
To facilitate the understanding of this broad concept, it is necessary to bring together everything that is fundamental.
For this reason, we have prepared this material that will teach costa rica mobile number database you once and for all what marketing is, the origin of its existence, the objectives it has to help a company grow and the practical strategies with which you can begin to implement it in your business.
What is marketing?
In order to give a concrete definition of what marketing is, it is necessary to refer to different meanings that have arisen regarding this word throughout history.
However, we can say that marketing is a set of actions through which a company studies the needs or characteristic problems of an audience , be it a person or another company, and from there establishes strategies to discover how to solve them through its product or service.
There are other terms associated with marketing: one of them is marketing, which comes from the English word market: " Market ".
There are also other names that have emerged given the variations of our language such as marketing or marketingology .
Brief history of marketing
Learn the context of how this concept has evolved to the present day.
When did it arise?
The activity known as exchange or barter in past civilizations gave a first notion of what the market is.
However, it was during the industrial revolution and its consequences, such as capitalism and mass production, that the appropriate scenarios for what we call marketing began to emerge.
In 1914, the first formal research on marketing was published by Lewis Wild, a member of the American Economic Association.
Thus, this term comes from the time of the First World War, contrary to what many think when relating it only to the 21st century.
Decades later, in 1936, the Journal of Marketing emerged , a kind of journal for marketing professionals, published by the American Marketing Association (AMA), which remains in force today.
It was this same association that in 1960 first defined marketing as " the performance of business activities that direct the flow of goods and services from the producer to the consumer or user."
And in this year the concept of the 4Ps of Marketing by Jerome McCarthy also emerged.
Following the emergence of television in 1967, one of the fathers of marketing, Philip Kotler , appeared on the scene with his book Marketing Management.
In 1985, a few years after the appearance of the first personal computer, AMA redefined marketing as " the process of planning and executing the conception, pricing, communication, and distribution of ideas, products, and services to create exchanges that satisfy individual and organizational objectives."
At the end of the century, the Internet emerged, and with it one of the most momentous changes in the history of humanity.
The exchange of information in an unprecedented way led to changes in people's consumption habits and, consequently, in companies' marketing methodology.
How was marketing done in the beginning?
It took great inventions during the Industrial Revolution, such as the printing press, to make the mass publication of information possible and allow people to learn about topics beyond what they heard from other people .
The mass production of articles allowed people to access information, which, although at first it was a luxury, became more affordable thanks to market diversification.
Radio and television as mass media led to the study of demographic characteristics of the public, a marketing action used today.
The appearance of the telephone in the 1970s brought about what we know as telemarketing, a practice still in force today, loved and hated by many.
We could name other ways of doing marketing decades ago, but it was the Internet that marked a before and after in the practice of marketing actions.
What objectives did marketing fulfill?
From the AMA definitions, we can deduce that marketing focused more on promoting products or services, in other words, convincing people that the product or service offered was the best alternative.
Unlike today, people had few sources of information that allowed them to wonder whether what was offered was really the best or not , so the simple repetition of advertisements or word of mouth was enough for companies to gain recognition.
Marketing Fundamentals
When we talk about fundamentals, we refer to a series of concepts that encompass what marketing is. These were created in different eras and provided the basis for what we know today.
Philip Kotler
American born in 1931, he is considered one of the fathers of marketing worldwide.
Kotler defines Marketing as: "... a process, both administrative and social, by which people obtain what they want and need through the generation of desire, supply and exchange of products of value ."
Seth Godin
Seth Godin created one of the first digital marketing companies, Yoyodyne, which was bought by Yahoo! in 1998. He is one of the gurus of modern marketing.
He defined successful marketing as that which has the ability to attract the public and capture their attention .
Author of the book "Vaca Morada", a reference on the creation of innovative products.
Martin Fishbein
Creator of the theory of multiple attributes, where he explains, among other things, how perceptions influence people's decisions .
Fishbein argued that people's purchasing decisions are affected by the forces of influence acting upon them .
Jerome McCarthy
Creator of the "Marketing Mix" , he brought one of the most applied foundations for understanding marketing today: the 4P's.
McCarthy stated that product, price, promotion and point of sale are the fundamental variables for a company to implement its marketing strategy.
What are the objectives of marketing?
So far we have seen how marketing has been influenced by different minds and also by changes in human culture over time. But where does marketing lead? What is its purpose within a company?
Marketing has different objectives . To make it easier to understand, we can divide them into general and specific ones.
General Objectives
Helping the company grow within its segment : A company's environment includes opportunities and threats to its stability and growth. Marketing must help it address these factors in order to achieve its development.
Detect opportunities for the development of solutions : this is necessary for the company to know its audience, the problems and needs it must address.
Bring profit to the company : in other words, bring a return on the investment made in marketing actions.
Ensure market share so that the brand does not live in anonymity.
Specific objectives
Attracting and retaining new customers, understanding that bringing in new customers is much more expensive than maintaining the current base.
Distribute the product or service correctly, after having established the ideal characteristics of the environment in which the product will be sold, ensuring efficiency in its delivery.
Establish appropriate prices, according to the context in which the product will act, hence the importance of knowing the audience.
Surpassing customer expectations by developing strategies that allow us to identify their opinion of the product or service as well as the means by which they learned about it.
Types of marketing
There are many types of marketing, and these are not necessarily independent in their actions. It is normal for them to mix and complement each other within a company's marketing strategy.
Below we list the best known:
Offline marketing
We can place here all the actions that were done before the existence of the Internet or even those that happen today outside the web.
This type of marketing refers to the 4Ps mentioned above, which refer to: product, price, promotion and point of sale.
Online marketing
Unlike offline marketing, online marketing includes all actions that are carried out on the Internet, such as:
web pages,
corporate blogs,
emails,
social networks ,
instant messaging,
search engine ads,
inter alia.
Thanks to the imp