• Ritesh Sharma


This research study is an attempt to provide the future and current trends in the area of
marketing which can be important for the success and growth of the Modern organizations.
This research paper is secondary in nature which draws lot of information from various
secondary sources such as Marketing Journals, magazines, newspapers, research articles of
marketing domain, reports, internet etc.
In the last two decades the field of Marketing has observed and experienced major
transformation and change. Now the most important change is Marketing is moved more
customer centric than the producer centric. As a result changes which have occurred in
Marketing, there are many questions and issues are raised. At the apex of the list the question
is ‘ Whether Marketing has achieved and attained the final destination and the goal or its
journey will still continue for some other destination?’ and if the answer is yes, than what
will be the next destination for Marketing to achieve?
To set the base and to discuss the future opportunity of Marketing, the author has
described the voyage of marketing since starting. Marketing is very important for any
organization, it has adds value to it. Not only that but also to continue improving, growing
and evolving, Marketing has to adopt many approaches in which most important is, inside
and outside approach.
This approach means, external environment plays a vital role which involves and includes
customers, stakeholders, suppliers, distributors, shareholders etc. Here, in this study it is an
attempt to keep in mind what Marketing does or can do inside the organization, but also it is
kept in mind the other detailed actions what Marketing might need, to add value, and to meet
targets. It involves, marketing investments such as Marketing function, Marketing people,
Marketing research and analytics, marketing practices and many more directly or indirectly
which are related to the business. In this regard, the author has presented a number of
proposals which can be used by practitioners, and marketing researchers in terms of setting a
platform which will become the guiding body for future research and practices in this area of


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How to Cite

Ritesh Sharma. (2020). RECENT DEVELOPMENT IN MARKETING: A PATH TO SUCCESS FOR MODERN ORGANIZATIONS. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 6790 - 6796. Retrieved from