Abstract
Marketing has evolved into economic phases. From the beginning of the 19th century to the 1960's, marketers did not focus on the relationship processes which were expensive and difficult to manage. Transaction was the most important thing. Since the 1970's, industrial marketing and service marketing have been developed with a direct and personalized customer relationship. During the 1970s', mass consumption was transformed into selective consumption. Individualized marketing with extended services and relationship came into being. The role of a salesman was to attract a customer and develop customer loyalty. Firms have adopted a strategy of specialization to meet the expectations of consumers.
