Marketing has being around since time began, e.g. old barter system, which has seen a current revival.
Production era – In early 20th Century goods were scarce and competition was underdeveloped, therefore could sell whatever they made.
Marketing Orientation – 1960s and 70s moved away from ‘sell what we can’ to one of ‘find out what the customer wants then we will make it.’ (Brassington and Pettitt (2006).
- 1980s Marketing became a strategic concept
Production Orientation – making products that are affordable and available.
- Prime task of management is to ensure that the organisation is efficient and effective in its production and distribution techniques.

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