A Brief History of Marketing

Common marketing concepts tell us that companies should organise themselves to meet consumer needs. But one thing is certain: consumers’ needs change constantly and so do their tastes. In fact, it is argued that marketing can influence tastes, wants, and desires.

The Roman emperor Oligabalos managed to outrage Roman society with his extravagance by dressing entirely in red silk, a product considered ultra-luxurious and expensive in his time and which today is considered vulgar and accessible. Although marketing was only considered an independent area of knowledge in the middle of the 20th century, its techniques are ancient and are completely intertwined with commercial techniques.

This Master Class aims to present in a condensed way the ancient history of Commerce and Marketing through the ages, explaining most of the historical events fundamentally shaped by the pursuit of Power and Wealth of the humankind.

Next edition@AESE Business School, Lisbon, specific Programs