Modern marketing goes beyond mere product promotion and is directed towards designing and coordinating a higher system of added value offer for the groups of targeted buyers. Creating value is a functional process only if all strategic activities generate a value chain, known and respected by all company members.

Coordinated marketing aims at supporting companies to reach their objectives, profit included. The best profit – marketing strategy relation is reflected both in understanding and applying "marketing culture" in an organization and in an increased standard of client satisfaction.

Relationship Marketing makes good use of the product added value technique to indirectly increase client’s satisfaction. Best quality is the best client loyalty insurance policy and the most efficient defence against external competition.

A solid information system is the safest basis for a marketing plan. In a free market society, characterized by variety and uncertainty, a permanent connection with internal, external or collateral information is mandatory for business success.

Marketing plans are the main instrument of guiding and coordinating marketing. Efficient market orientation, the interest of marketing managers in marketing, information gathered from all departments and teamwork are the conditions of realistic and sound activity plans.