Critical Analysis of the Evolution of Managerial Thought in Marketing Management: An In‑Depth Theoretical Study

Abstract

This study aims to provide a comprehensive critical analysis of the evolution of management concepts in the field of marketing supervision. This is achieved by monitoring the intellectual shifts that this field has witnessed in light of contemporary economic, technological, and informational changes, and clarifying their impact on the formulation of marketing concepts and plans within companies. The study focuses on highlighting the importance of contemporary management thought in supporting strategic planning and enhancing the effectiveness of marketing supervision, and clarifying the role of data management and digital transformation in improving marketing results and gaining a competitive advantage. The study employs a descriptive-analytical methodology, utilizing the historical approach to trace the stages of development of management concepts from traditional theories to modern trends. It also relies on a review of relevant literature and previous studies. The study reached several conclusions, most notably that marketing supervision has shifted from a focus on production and sales to a focus on the customer and building long-term relationships with them. Contemporary management thought has contributed to strengthening the importance of strategic planning, knowledge management, and technology in improving marketing performance, in addition to the clear impact of digital transformation in reshaping modern marketing activities. The research also revealed a discrepancy between the theoretical development of management thought and its practical application in some institutions. The study recommends that commercial institutions adopt modern management perspectives, pay greater attention to knowledge management and strategic planning, utilize current digital capabilities, and develop the talents of their employees in the field. Marketing and fostering creativity and innovation contribute to achieving sustainable marketing excellence.