— According to the illustrations of OECD (2012), the term marketing gets identified as a business action meant to promote the selling of particular service or product. This is a process that comprises of market research and various ways of advertisements.

Originally initiated by Johnson (2002) the modern concept of marketing is an amalgamated approach of understanding and dealing with the process of production, product, selling, marketing, consumer preferences, and societal marketing. The production concept is narrow way of concentrating over the organisational activities, whereby the companies think consumers are ready to products as available in the market. The product concept concentrates in gaining hold over product quality for gaining long-term consumer loyalty. Under modern concept of marketing, selling withstand the process of making the consumer aware of the product through diversified promotional means. The act of marketing is noted as important as hereby the entire market remains consumer-oriented. Understanding the changing behaviours and preferences of the consumers remain integral to this approach. Lastly, the participation of  societal-marketing as a modern concept, emphasises that the companies must contribute in the development of respective society through CSR (Corporate Social Responsibilities).

Thus, the modern concept of marketing is about gaining profit margins by understanding the consumers and offering quality products. However, it is also about adding the SCR based programmes to the marketing proceedings.

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