Factors of the modernization of marketing in Spain in the xx century. Trends and future challenges

The main objective of this article consists in deepening in the updated situation of commerce in Spain from a historical perspective and explain the factors for modernization occurred through the 20th century. Private and public initiative and main promoters to identify critical success and failure factors and new strategies for future are described. The driving force for renewal came from great scale distribution and, different channels introduced the North American and French influence that became key in the process of adoption of innovation. The case of the firm National Cash Register (NCR) are analyzed in the years marketing was introduced in Spain.