Abstract Although marketing is commonly theorized to have originated at the dawn of exchange itself, few scholarly articles explore the history of marketing beyond this cursory recitation of the commonly accepted origin story of the field. The evolution of complex commercial exchange is presented as a natural outgrowth of the development of human society as opposed to the willful and intentional efforts of early merchants. Using disparate and archaic sources, this article synthesizes historical accounts and archival information to show that entrepreneurs have always practiced relational marketing from prehistoric eras and continued to do so throughout pre-industrial and post-industrial eras when the bulk of the literature claims that the scale of modern production rendered relational marketing ineffective and nearly obsolete. In doing so, we add to the virtually non-existent literature documenting entrepreneurial marketing in the early, pre-industrial history of commerce.

中文翻译：

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贯穿商业交流历史的关系营销：营销起源故事中的盲点

摘要 尽管市场营销通常被认为起源于交换本身的曙光，但很少有学术文章探讨市场营销的历史，而不是对普遍接受的该领域起源故事的粗略背诵。复杂商业交易的演变是人类社会发展的自然产物，而不是早期商人的故意和有意的努力。本文使用不同的古老资料，综合历史记载和档案信息，表明企业家从史前时代就一直在实践关系营销，并且在大部分文献声称规模现代生产使关系营销变得无效且几乎过时。在这样做，