HISTORICAL MARKETING CONCEPTUALIZATION
ARTÍCULO DE REVISIÓN
Keywords:
marketing, strategy, operational, concepts, historyAbstract
This manuscript aims to analyze the most relevant aspects of marketing conceptualization, defining it according to the proposed stages. Under this context, the preconceptual period, formal conceptual period and current period of the marketing concept are defined. In addition, the characteristics of marketing are proposed, the fundamental subdivisions: strategy and operability and the application of the latter is analyzed. The main difference to highlight between strategic and operational marketing is that the main function of the strategic is to set the long-term objectives while the operation is based on concrete actions to be carried out in a medium / short term to achieve the established objectives. The specific case of China is analyzed, which despite being a world power does not yet fully develop strategic marketing, in contrast to its main competitor, the United States.
Keywords: marketing, strategy, operational, concepts, history.
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