secend phase of marketing evolution....

in continuation of marketing management chronicle,today i address to the second phase of marketing evolution in which the power shifted from manufacturer toward marketers or in other words retailers and distributors.

In this phase due to some development in industrialization and emergence of mass media which gave rise to more dynamic advertising,marketers dictated to manufactures what ought to be produced,how much and how it should be marketed,along with this trend consumers came across with a wider variety of products and brands and found themselves able to freely criticize manufacturers and middlemen or intermediates and facilitators who were involved in marketing and distributions.

In that era ,we had no customization or even localization ,hence market was launched by standardized products,price war was hidden and companies which had dominance were able to get monopolized and form some colonies within markets

Another important characteristics of that age can be non-globalization marketing or superficially international marketing which was restricted to those firms which had strong financial capabilities to govern market.

but due to some global-wide trends that would result in some metamorphoses in marketing management this phase forced to shift toward the last phase.

in the next post i will explain the last phase and talk about what happened and is happening in marketing management from a holistic view.

regards