Past, Present and Future of Marketing Practice: A critical Analysis

Subject Areas : Futurology

Pejman Jafari ¹

1 - گروه مدیریت بازرگانی واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران،ایران

Received: 2012-07-07 Accepted : 2012-09-30 Published : 2015-08-22

Keywords: Traditional Marketing, Transactional Marketing, Relationship Marketing, Database&#x0D, &#x0D, Marketing, Interactional Marketing, Network Marketing, Critical Theory,

Abstract :

Marketing consists of two different spheres including theoretical and practical. Although, theacademic aspect is quite new not more than a century but the practical aspect exists from thefirst of business history. This article is trying to introduce one of theoretical attempts inmarketing practice.Present research is based on a critical review on typology study of contemporary marketingpractice which was developed by Coviello et al (1997) and has come to this result that if we aresupposed to have such classification scheme, a deep modification would be vital for applying indeveloping countries like Iran.