What are the philosophies of marketing management?

The different interests involved in the organization, the clients and the society, brought 5 basic orientations that directed the marketing objectives of the company.

Marketing Philosophies in Businesses

Over the years, different marketing objectives emerged, but which one should be chosen by each company?

The different interests involved in the organization, the clients and the society, brought 5 basic orientations that directed the marketing objectives of the company.

These are known as marketing management philosophies and are divided into 5 types of orientations:

  • to production,
  • product orientation,
  • to sales,
  • marketing orientation,
  • And orientation to holistic marketing.

Production Orientation

It is probably one of the oldest concepts.

He maintains that consumers are looking for products that are easy to find and at low costs.

Therefore, entrepreneurs orient their companies in search of high production efficiency, with low costs and mass distribution. It is an idea adopted by technology companies and commodities.

Product orientation

The product orientation supports that consumers give preference to quality products and performance that are superior to the media or that have innovative characteristics.

That is the antithesis of production, here, companies focus on producing quality items and perfecting them over time.

A new product will not necessarily be successful, it needs to be promoted, viewed and distributed properly.

Sales Orientation

Here, companies start from the idea that consumers never buy the organization’s products in sufficient quantity, of their own accord (Hello, consumer!).

Thus, offers and promotions are created for the customer to buy more units, even if there is no need.

The idea that reigns here is from the former VP of Coca-Cola marketing: selling more things, to more people for more money, in order to make a profit.

Marketing orientation

This orientation emerged in the mid-50s. The idea here starts from the “feel-and-respond” philosophy.

It is focused on the customer and seeks to find the right product for the consumer and not vice versa, as is common.

Consumption happens when the company is more effective than the competition in the creation, delivery and communication of products.

Holistic Marketing Orientation

The holistic marketing is almost an evolution of other orientations. He acknowledges that in marketing “everything is important” – from the consumer, to the officials and the competition.

There is an interdependence between marketing and its effects, the actions of one area need to be consistent with the other and create unity.

Holistic marketing seeks to harmonize the complexities of the activity to work with something unique.

What is the marketing timeline?

Brief timeline of the history of Marketing and everything that involves the activity, including one of its main tools, advertising.

As we said before, stipulating a specific date for the start of Marketing or Marketing is practically impossible. But we will list how the first interactions between people with the interest of sale and purchase.


The invention of Johannes Gutenberg, the first printing machine with the type of mobile mechanic began the Printed Revolution and also contributed a lot to the development of marketing.


The first magazines began to be printed and the advertisements could be conveyed in their pages, as well as in the newspapers.


The popularization of posters in the streets helps the vitalization of some advertisements.


The Outdoors began to be used and the era of huge advertisements began.

1920 to 1949

The golden era of radio brought benefits to various types of advertising. During that period of time, television and telephones also began to be used as ad vehicles.

1950 to 1972

The televisions acquire greater relevance compared to the radio, magazines and newspapers and they became the main form of announcements of the time.

1973 to 1994

The digital age begins to emerge and shows its true potential. New ways of marketing, advertising and selling products became the goal of the marketers of the time.

1981 to 1984

The first microcomputers are produced and begin to be marketed.

1990 to 1994

The popularization of cell phones that had been invented in 1973. Smaller and more functional models please the public and grow horribly.

1990 to 1998

The television on passes to the newspapers and the pay television channels happen to collect more with publicity in their commercials.

1995 to 2002

Boom of technology, Internet, mobile and email.

1995 to 1997

Search Engine Marketing started right with the first search engines like Ask.com. The services that help users find the information and product they wanted. The services that help users find the information and product they wanted.

In just 2 years there was a growth of 54 million users of search engines in the world. During that period, the term SEO (Search Engine Optimization) began to be used.


The evolution of search engines reaches a new place with the emergence of Google and MSN. On top of that, the era of blogs begins and in a year, more than 50 million blogs are created.


Emergence of Inbound Marketing and a new era to share information, design and customer proximity starts and becomes the center of attention.

Now the goal is to advertise like crazy, companies create value in their brands and show that to their consumers through education.

2003 to 2004

The most influential social networks of our era emerge and begin to consolidate: LinkedIn and Facebook. In 2006, Twitter emerges.

2010 to 2020

The email marketing gains strength and becomes used way more person, avoiding spams.

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