The paper aims to discuss the concept of marketing and its managerial practice through two perspectives: the theoretical and/or academic point of view and the marketing management process. Developed as an essay, the text presents a brief historical revision of the concept of marketing based on the main authors, advancing in an analysis regarding to the nature of Marketing. Some empirical studies about the evolution of the concept of marketing are described as a philosophy of business action. Also analyzed is the implementation of the concept and its implications on business administration. Two contexts of analysis are considered: the theory of marketing and the marketing management. Throughout the text, and in the conclusive synthesis, it is observed that the scope of marketing has been broadened from its beginning to the present time.
Marketing concepts; Marketing management; Marketing process; Marketing theory; Marketing philosophy; Marketing orientation; Market orientation