Four eras of development of marketing thinking To better understand the history of marketing, we need to focus on the four different eras of development of marketing thinking. Before formal marketing was defined, the period of “Pre-marketing” existed before 1900 and was incorporated into the field of economics (Wilkie & Moore,2012). Although there was no formal definition of marketing, concepts related to marketing were taken into consideration (Wilkie & Moore). From 1900 to 1920, “Era 1: Founding of the Field of Marketing,” was defined with the primary focus of distribution (Wilkie & Moore). Previously the economy did not focus on distribution and marketing services, but rather on production which included land, labor and capital (Wilkie & Moore). New courses in universities have been developed to study different aspects of marketing (Wilkie & Moore). The importance of agriculture in this period placed greater emphasis on the commercial distribution of agricultural products (Wilkie & Moore). The next era in the market was “Era II: Formalizing the Field” and occurred from 1920 to 1950 (Wilkie & Moore, 2012). . During this period, marketing developed more as an academic field (Wilkie & Moore). There were also many transitions within society during this period as there was great prosperity in the 1920s, the Great Depression in the 1930s, and World War I in the 1940s (Wilkie & Moore). Marketing has been influenced by major technological advances, mass production, the development of the history of marketing3 and consumer choices (Wilkie & Moore). In the 1920s and 1930s, consumers became increasingly frustrated with the prices, quality, and shortages of products (Wilkie & Moore). The AmericanMarketing Association and Journal of Marketing were created in 1936-1937 (Wilkie & Moore). Academics focused more......middle sheet......nge(Kotler & Keller).DifferentiationCompanies today have to deal with customers who are less loyal to specific brands and more sensitive to price and quality (Kotler & Keller , 2012). Companies strive to determine what differentiates them from their competitors. As companies compete to better satisfy their customers, they invite them to participate in design and marketing activities (Kotler & Keller, 2012). In Nike online stores, consumers can customize their products to their liking (Larson, 2011). Conclusion The history of the development of marketing thinking demonstrates the changes that have occurred in marketing over time, often driven by dramatic changes. Today, companies face different challenges in managing the market. As a result, they must constantly review their strategies and try to anticipate changes that could disrupt their business.