Marketing has been an important component in organizations, showing the primary focus on transactional exchange and its main focus on the products or services that may be of interest to customers and on the strategy to be used in sales, communication and business development (Kotler, 2009). The history of marketing and marketing practices can be traced back as far as 7000 BC (Carratu 1987), stemming from the changing revolutions and rise of economies, particularly in the 19th century (Robert 1988). Marketing comes from the evolution of practices, approaches and theories that have been accumulated and developed by scholars, businessmen and professionals. The changing environment in organizations, social changes, development and especially growth of national and international economies has brought organizations into the field of marketing. The previous approach to marketing orientation included production, product, sales and marketing orientation. Until the 1950s, companies focused on production orientation, this significantly required companies to produce at rapid paces allowing for the development of productivity and production efficiency. French economist John Maynard Keynes's formulation of Say's law of how "supply creates its own demand" allowed open-ended views on production orientation to be pursued. On the development side, the manufacturing era raised issues of narrow product lines, pricing based on production and distribution costs, limited research, and minimal promotion and advertising (Kotler, 2009), prompting the onset of further changes and developments where its main focus has been on product quality, so production orientation has evolved within product orientation. Up to...... half of the paper ...... in charge within the organization. Kotler (1972, p. 46) noted the theme of further changes in marketing, in which he believed that the emergence of a relationship focus will provide a “renewed and expanded self-concept” to marketing. Works Cited Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders (2009). “Marketing Defined.” Principles of Marketing (5th ed.). P. 7Bartels, Robert (1988). The history of marketing thought (3rd ed.). Columbus: Publishing Horizons Adcock, Dennis; Al Halborg, Caroline Ross (2001). "Introduction". Marketing: Principles and Practice (4th ed.). P. 15.Jenkinson, A. (2006) Do organizations now understand the importance of information in providing an excellent customer experience? Journal of Database Marketing and Customer Strategy Management. v13n4. p248-260Mason, C. (2011) Relationship Marketing: Lesson 1, Slide 6-18,