According to McKinsey Quarterly from their 1966 archive, we can observe the following major changes in the marketing field over the last 50 years.  1. The dominance of the customer. The need to understand and anticipate future customers is becoming more essential than in the past. Because the end users of almost every company’s products are changing in age range, location, and number at an ever-increasing rate. 2. The spread of marketing research. As the influence of marketing grows, marketing research is expanding and becoming more important. For example, artificial intelligence (AI) is rapidly changing how market research is done. Globally, the AI market captured over $27B in 2019 and is expected to expand at a CAGR of 33% to $266.9B by 2027.  3. The rise of technology. In the past, companies did not have the advantage of electronic data-processing analyses, online communications, and information-retrieval systems as tools to help make marketing more efficient. Today, companies can quickly employ marketing analytics tools that help track and forecast how well an ad campaign did with attribution modeling and aggregate marketing data from different channels. 4. The expanded use of test marketing. Test marketing is a way to get feedback about a product before it's released to the public. This helps to make the product better and hopefully more popular. During the test, businesses share a prototype of their service or product and solicit customer feedback to improve their offerings before it is officially launched. 5. The movement toward integrated marketing from field selling. 50 years ago, a company needed to spend an average of $15,000 to $17,000 of direct costs per year, including compensation, to keep a typical salesperson on the road. Today, companies would invest heavily in digital marketing, by which their marketers and sales reps can reach customers via different channels and marketing types, such as content marketing, social media marketing, etc.