Marketing is a process that affects the people lives. The users are consumers, but many of them are part of marketing like sales persons, wholesalers, rivals, raw material suppliers and so force. As all know, the concept of marketing is constantly redefined. Marketing defines activities that create value through exchange between parties. This concept is a traditional definition of marketing. That used in many companies and organization, but in the globalization age, another concept is created that called modern marketing. In this paper, the authors tried to examine the concept of modern marketing, role and characteristics and challenges of its age in companies and firms.