The boom in direct and database marketing, the dawning of electronic commerce, new ways to automate sales force management, and the sudden blossoming of the World Wide Web all suggest that the discipline is under pressure to reshape. The introduction of television advertising 50 years ago was just such a disruptive event, and marketing theory and practice are still responding, evolving their understanding of how the tool works and how its effects should be measured.Ĭlearly, marketing’s tool kit is experiencing unsettling amounts of innovation today.
When the tools change, the discipline adjusts, sometimes quite profoundly and usually quite belatedly. The profession of marketing, its theories, its practices, and even the basic sciences that it draws on are determined by the tools at its disposal at any moment. A profession, no less than a craft, is shaped by its tools.
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