The Derivation of the Word Marketing

The word “marketing” is derived from the term “market.” Here’s a detailed explanation of its etymology and evolution:

Etymology

The word “marketing” originates from the Latin word “mercatus,” meaning marketplace or merchant[5]. This Latin root evolved into the English word “market,” from which “marketing” was later derived.

Historical Development

1. Early Usage: The term “marketing” first appeared in dictionaries in the 16th century, initially referring to the process of buying and selling at a market[5].
2. Modern Definition: The contemporary definition of marketing as a process of moving goods from producer to consumer, with an emphasis on sales and advertising, first appeared in dictionaries in 1897[5].
3. Verbal Noun: As a verbal noun, “marketing” emerged in the 1560s, meaning “buying and selling, act of transacting business in a market”[4].

Semantic Evolution

1. Original Meaning: Initially, “marketing” simply referred to activities related to markets and trade.
2. Business Sense: By 1897, the term had evolved to encompass “the process of moving goods from producer to consumer with emphasis on advertising and sales”[4].
3. Modern Concept: In the 20th century, the definition expanded further to include market research, consumer behaviour analysis, and strategic planning[2].

Academic Recognition

The study of marketing’s history as a distinct field gained prominence in the mid-20th century:

1. In 1960, Robert J. Keith’s article “The Marketing Revolution” pioneered the study of marketing practice history[5].
2. In 1976, Robert Bartel’s book “The History of Marketing Thought” marked a turning point in understanding the evolution of marketing theory[5].

It’s important to note that while the term “marketing” is derived from “market,” its meaning has significantly expanded beyond simple market transactions to encompass a wide range of strategic business activities focused on creating, communicating, and delivering value to customers.

Further Reading and References

[1] Marketing – Wiktionary, the free dictionary
[2] Marketing – Wikipedia
[3] Marketing etymology in English – Cooljugator
[4] Marketing | Etymology of marketing by etymonline
[5] History of marketing – Wikipedia

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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