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Abstract

Marketing is a science that deals with the market, market needs and the ways of meeting these needs. Marketing, as a business philosophy of intensive production, is focused on analyzing and noticing all the problems referring to the distribution and selling of the goods from the producer to the consumer. This field is constantly developing together with market expansion and its goal is to set the theoretical background for the market business strategies. In marketing theory, the market success is most commonly related to the understanding and meeting of market needs, but, new, more advanced trends are emerging. Etymologically, marketing is a business concept directed at buyers. In this concept, the projection of products and services starts with consumers’ needs, and the aim of the activity is customer satisfaction. In companies where the marketing concept is entirely in use, the consumers are not only the marketing department’s concern, but all the employees’ concern who do their work aware of the fact that they do it for the sake of the consumer.

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