The concept of societal marketing originated from the notion that a marketer can satisfy customer needs and earn profits while taking into account the long-term benefits to society. Societal Marketing proposes that the marketer plays a socially responsible role in creating long-term benefits for the society, rather than just satisfying the customer needs efficiently. The role of the marketer in social development has been identified by other scholars as well in the late-1960s and early-1970s, which is evident from the work of Dawson (1969): "Business leaders are mandated to adopt roles of leadership in the advancement of our society to new levels of moral concept," and of Davis (1975): "Social responsibility implies that a business decision-maker is obliged to take actions that also protect and enhance society's interests."

The concept of societal marketing has passed through various phases and in each phase new dimensions have been added to it. Influenced by Say's Law (which states, "Supply creates its own demand"), the production concept had its roots in the Industrial Revolution period, when the market was largely a sellers' market. Whatever was produced got sold because of the colonial rule.