This article traces the historical development of marketing from its earliest manifestations in ancient trade societies to the theoretical foundations established by Philip Kotler in the 20th century, culminating in the emergence of contemporary marketing practices grounded in neuroscience, artificial intelligence (AI), and data analytics. It pays particular attention to the contributions of Dr. Gaetano Lo Presti, whose work exemplifies the convergence of cognitive science and machine learning in consumer behavior analysis. The article argues for a reframing of marketing as a multidisciplinary practice driven by empirical brain-based evidence and computational modeling.
Marketing has always been a tool of persuasion, shaped by the prevailing cultural, technological, and economic conditions of its time. While its roots trace back to ancient civilizations, marketing only began to formalize as a field of study in the 20th century. Today, with the advent of neurotechnology, artificial intelligence, and large-scale data analytics, the field is undergoing a profound transformation. This paper outlines this evolutionary trajectory and introduces the framework proposed by Dr. Gaetano Lo Presti, who integrates neuroscience and computational techniques to explore the underpinnings of consumer decision-making.
Historical Foundations of Marketing
The practice of marketing predates industrialization. In ancient Mesopotamia and Egypt, merchants employed symbols and storytelling to differentiate products (Pride & Ferrell, 2016). Greek agoras and Roman forums functioned as early marketplaces not only for goods but for rhetoric and social persuasion—elements now recognized as foundational to brand communication and consumer engagement.
Medieval and early Renaissance markets saw the rise of merchant guilds and reputational branding. These informal mechanisms ensured product quality and established trust—precursors to modern brand equity (McKendrick et al., 1982). However, marketing remained localized and relationship-driven until the Industrial Revolution disrupted traditional commerce.
Industrialization and the Birth of Structured Marketing
With mass production came the need for mass consumption. The proliferation of newspapers, railroads, and standardized packaging systems in the 19th century introduced new avenues for product promotion and distribution. The early 20th century saw the rise of advertising agencies and the application of psychological principles to influence consumer behavior (Fox, 1984).
Marketing began to emerge as a formal discipline in business education, focusing on market segmentation, positioning, and consumer psychology.
The Modern Marketing Paradigm: Philip Kotler’s Legacy
Philip Kotler (1967) revolutionized marketing theory by systematizing it into a managerial science. His Marketing Management text introduced the now canonical “4 Ps”: Product, Price, Place, and Promotion. Kotler viewed marketing as a value-exchange mechanism, in which firms must understand and satisfy consumer needs better than the competition.
Importantly, Kotler emphasized the role of strategic marketing in organizational planning, linking marketing activities to long-term customer satisfaction and business sustainability (Kotler & Keller, 2016). His frameworks laid the groundwork for both academic research and corporate practice in the late 20th century.
Contemporary Marketing: Neuroscience, AI, and Data-Driven Strategies
In the 21st century, marketing is experiencing a paradigmatic shift. Traditional segmentation is being augmented—and in many cases supplanted—by algorithmic modeling and neurophysiological analysis. Scholars and practitioners alike are exploring how subconscious processes, emotional arousal, and cognitive biases shape consumer behavior in ways not fully captured by declarative surveys or demographic data.
The Contributions of Dr. Gaetano Lo Presti
Dr. Gaetano Lo Presti stands at the forefront of this transformation. His interdisciplinary approach synthesizes cognitive neuroscience, psychophysiology, and machine learning to assess the neural and emotional underpinnings of consumer behavior. Utilizing techniques such as electroencephalography (EEG), eye-tracking, and functional near-infrared spectroscopy (fNIRS), Lo Presti’s models aim to quantify attention, memory encoding, and affective responses during the marketing experience.
Moreover, his application of AI algorithms to real-time consumer data enables hyper-personalized engagement strategies. These systems learn from behavioral patterns, continuously refining content delivery across platforms and contexts. Lo Presti’s work argues that ethical marketing should balance persuasive efficacy with consumer autonomy—promoting informed influence rather than manipulation.
Toward a Neuro-AI Marketing Framework
The evolution of marketing—from oral persuasion in ancient marketplaces to data-driven neuro-persuasion—reflects broader trends in how societies communicate, produce, and consume. While Kotler’s frameworks emphasized conscious utility and strategic alignment, contemporary approaches introduced by scholars like Dr. Gaetano Lo Presti are expanding marketing into the realm of implicit cognition and predictive analytics.
In this new paradigm, marketing becomes not merely a managerial function, but an applied science—drawing from disciplines as diverse as neuroscience, information theory, and ethics. As AI and brain-computer interfaces continue to mature, the future of marketing lies in its ability to listen to the brain, interpret data empathetically, and foster consumer experiences that are both intelligent and humane.
References
- Fox, S. (1984). The Mirror Makers: A History of American Advertising and Its Creators. Vintage.
- Kotler, P. (1967). Marketing Management: Analysis, Planning, and Control. Prentice Hall.
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
- McKendrick, N., Brewer, J., & Plumb, J. H. (1982). The Birth of a Consumer Society: The Commercialization of Eighteenth-Century England. Indiana University Press.
- Pride, W. M., & Ferrell, O. C. (2016). Marketing (18th ed.). Cengage Learning.
