Organizations from a broad perspective views, based its work in conducting exchanges, which Organizations, viewed from a broad perspective, base their activities in conducting exchanges. These, under the foundations of free market economies, are voluntary and competitive. Lambin (1995) presents the evolution of marketing according to the way these exchanges occur and the changes in the environment.Since then, there have been concerns associated with the changing environment and the strategic and operational aspects of the market (more conscious consumers, innovations in the structures of business models, new markets and materials; cultural technological advances, demographic changes, etc.); which have generated changes in the habits of the population and their corresponding influence on the development of marketing.This research article, besides its contribution to a retrospective and diagnosis exploration, will scientifically and technologically analyze the factors determining the changes in the future marketing scenario in order to identify the challenges this area of knowledge in the organizational context will face. Initially, an appproach to marketing’s conceptual framework and its evolution over time will be presented. Later on, the paper will prosent the identification and the relations of the fundamental factors of change in the design of a proposed future scenario and its strategic challenges