Dr KGPathan

Marketing practices 7000BC I n Pre industrial area direct marketing was popular in agricultural and artifact producers Marketing thought as a discipline evolved from Economics in the beginning of 20th Century. Up to 1975, Primary focus was on transactions and exchanges between buyer seller. Orientation to RM started in the late 80 s. Kotler and W ebster observed that the development of marketing as a field of study and practice is undergoing a shift in its relationships as opposed to transactions. (1992) Paradigm shift from transaction to relationship is associated with the return of direct marketing in B2B and B2C

D irect marketing once again became popular because as producers and consumers deal directly with each other there is a greater potential for emotional bonding between them than in transactional mktg. Understand each others needs & constraints More inclined to cooperate T his is in contrast to the exchange orientation of middlemen- sellers and buyers

T o the middlemen the economics of transactions is more important than emotional attachment to products. T hey only act as agents and take title to the goods for financing and risk sharing. On one hand mass production forced producers o sell through middlemen and on the other industrial organizations created specialist purchasing departments ..separated producers from consumers

T echnological advancement has brought producer and buyer closer than before RM is adopted by scholars S cope of RM is wider to cover the entire spectrum of marketing disciplines SCM, B2B,B2C, MR, S M, CB, IMC,, IM, D M etc Marketing is an evolving discipline

RM attempts to involve and integrate customers suppliers and other infra partners Resulting in interaction between them Integrative relation overlaps in plans and processes of interacting parties Close economic emotional and structural bonds are formed Reflects Interdependence rather than independence; cooperation than competition;