Emergence of societal marketing and telemarketing.

Industrial and distribution sectors of the economy were able to generate enormous supplies of consumer and industrial products. Efficient distribution was not the problem anymore, but shortage of customers became the more important factor. Therefore, organizations became more market and/or customer oriented.

Marketing Era (according to Keith (1960) this ran from 1950 onwards, turning into an era of marketing control in the late 1950s early 1960s) Supply exceeds demand. There is intense competition within product markets. The customer is at the centre of a companys business; the purpose is to satisfy customers needs and wants. Customers determine what products are made. Businesses focus on marketing problems. Businesses produce extensive product lines. A wide range of marketing activities is used and coordinated to satisfy customers' needs. Businesses focus on profit rather than sales volume. Thus serious thinking about the exchange process that is, marketing Egan in the wake of the Industrial Revolution.

According to John Howard's publication on the marketing management concept, and E.J. McCarthy's publication of the function in a management, marketing concept is not so

much to be skillful in making the customer do what suits the interests of the business as to be skillful in conceiving and then making the business do what suits the interests of the customer."

Reconceptualization in the light of managerialism, social development and quantitative approaches