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All companies strive to achieve success. Many factors are important for a company to thrive: a well-chosen strategy, dedicated employees, a well-established information system, and accurate implementation of the marketing program. However, today's thriving companies at all levels have one thing in common-they are as consumer-oriented as possible and all work is based on marketing. All of these companies are dedicated to one goal: understanding and meeting the needs of consumers in clearly marked target markets. They encourage each employee of their company to create the highest consumer value, ensuring full satisfaction of customer needs. They know that only this approach will allow them to get the desired market share and profit.

Yet it is marketing departments that are more concerned about consumers than other departments. Creating customer value and customer satisfaction is the essence of today's marketing theory and practice. Marketing is about making a profit out of customer satisfaction. The goal of marketing is to attract new customers by promising the highest consumer value, and retain old customers by satisfying their constantly changing needs.

Some believe that only the work of large companies operating in economically developed countries is based on marketing. In fact, marketing is one of the most important components of the success of any company, large or small, commercial or non-commercial, national or international. In the business sector, marketing has found its application, primarily in companies that produce packaged consumer goods, consumer durables, and industrial goods. In recent decades, service companies, especially airlines, insurance companies, and financial institutions, have also begun to use marketing in their operations. Some specialists who have private practice (lawyers, accountants, doctors, architects, etc.) also became interested in marketing and began to use its techniques vigorously.

Marketing has become an integral part of the strategies of many non-profit organizations, such as colleges, hospitals, museums, Philharmonic societies, and even churches.

Today, marketing is used in all countries of the world. Most countries in the Americas, Western Europe, and Southeast Asia have well-developed marketing systems. Even in Eastern Europe and the former Soviet republics, where the word "marketing" was still unusual, significant political and social changes have created the conditions for the introduction of marketing. Economic and political figures in most countries of the former socialist camp are eager to learn everything about modern marketing practices.

Marketing is advertising that has filled TV screens, magazines, Newspapers, and even gets into the mailbox. At home and at school, at work and during leisure - marketing is present everywhere. Marketing is a little more than an inattentive customer might notice. Behind it is a vast network of people engaged in a struggle for the attention and money of buyers.


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