Chapter 1

Marketing Theory

Real Life

Marketing begins at birth. As infants, we cry to receive attention. As we grow, we learn to negotiate for what we want using a variety of techniques, including tantrums, pleading, and the triangulation of parents as required.

Indeed, we have all been “selling” for most of our lives. We just do not think of it in those terms.

Marketing has been part of the human culture since the beginning of trade. Names once illustrated a person’s craft. For example, the names “Tanner,” “Fisher,” “Sawyer,” and “Skinner” once described a person’s profession or area of proficiency. This was an excellent way for a prospective customer to identify the local blacksmith as well as for the blacksmith to advertise his services. Modern branding theory grew from this nomenclature system and is still in use today.