The economy and companies, especially, are found immersed in a process of globalization which tends to increase and has become irreversible. As the pace of change accelerates, companies can no longer trust their old commercial practices for maintaining prosperity. A company has to build their own structure of qualities and marketing activities. Making things slightly better from competitors is not enough.
Markets are evolving constantly, as well as technology they could use for analyzing and penetrating them. However, something remains, and these are the unsatisfied needs and the advisability of providing successful solutions. When marketing along with the implementation of all its available tools succeeds and people are attracted to the new product or service, word spreads quickly and not many resources are needed for its acquisition.
On behalf of Marketing is an oriented philosophy to satisfy the market, demands, needs and customers. It’s said that the value of the assets of a company relies on customers. It’s vital to pervade the entire staff of the company’s Marketing philosophy.
On the other hand, people who work in Marketing consider it’s a science which must know all available tools in order to implement the best marketing policy in the business.
Basic steps must be mastered: a) market research, b) segmentation, planning, and positioning, c) use of marketing mix, d) implementation, e) control and inclusion of digital marketing among these techniques.