Tag: Discipline

How has Marketing’s concept of the consumer changed since the emergence of the discipline at the start of the 20th century and how have these changes informed marketing practices?

Marketing’s concept of the consumer has radically changed since the start of the 20th century, presenting a general shift from the passive to active consumer, depicted as complex and knowledgeable. Through the 20th century these changes have informed marketing practises to target and manage the consumer in more innovative and sophisticated ways. However there is …