Marketing sets itself a task of engaging consumers and inserting brands into their everyday lives. Communication between customer audience and companies plays a vital role in sales and image of the organization, and marketing performs a very important function. Marketing techniques may be employed both in commercial and non-profit organizations, and it can convey a social message in order to change some particular behavior, or satisfy economic needs of the target market and gain more customers. Various methods are used in order to promote products or services, and over the last decade, strategies which make use of digital technologies such as social media and search engine marketing have become very popular. Advertising and promotion introduce results of scientific studies from many disciplines like sociology, psychology, and anthropology into business environment. Due to globalization, cultural differences in behavior need to be taken into account when promoting something in other countries, and that has influenced the development of marketing.
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