An Understanding of the Development of Marketing, Consumer Behaviour Place in Marketing and Consumer Behavior Notions

— This literature based paper discusses the emergence and growth of marketing in theory and practice which ushered in the emergence and growth of consumer behaviour. The paper discusses these historical developments using various schools of thought developed overtime, mainly in marketing in order to substantiate the fact that consumer behaviour emerged as a sub-discipline of marketing. Further on, the paper brings to light that the further development of consumer behaviour field uprooted aspects that marketers need to be aware of in order to craft effective marketing strategies, and these aspects includes consumer perception, attitude, loyalty, evaluation, word-of-mouth/ recommendation, purchase intention, actual purchase and re-purchase, emotions, motivation and consumer-company identity. The paper acknowledges that both marketing and consumer behaviour will continue changing in shape, form, techniques and size as much as business organisations and consumers continue to interact.