A systematic review was conducted on the issue of developments in marketing thought. A search protocol specific to the topic at hand was devised and then applied to open source search engine Google Search, rather than any one digital library to ensure maximum number of results. The search results thus gathered were subject to further filters to narrow down the total number of studies evaluated under the systematic review to 6. These studies were explored and the major observations were then analysed for a conclusions. It was evident from the systematic review that a majority of the scholarly work in the field of developments in marketing thought were historical in nature, rather than future-focused and that they had been conducted prior to 2009. As such, the advent of social media and the widespread use of the internet via smartphones, and the impact of these global factors on marketing thought had not yet clearly been evaluated.

Keywords: Marketing Thought, Education, Trend, Innovation