One of the most well-known textbooks on marketing begins with the assertion that the early editions of a textbook called "Introduction to the Study of the economy sales." The concept of "economy of marketing (Absatzwirtschaft) includes the production and non-production units, as well as measures needed to overcome the tension between production and consumption of goods (Nieschlag, Dichtl & Hoerschgen, 1997). Then the concept of "economics sales" was replaced with the concept of marketing Marketing), as increased understanding of the economic activities of the sales. The value of marketing and sales of the economy due to the fact that, on the one hand, in the middle of the 20th century, the problems the company was no longer in production and in sales, and with On the other hand, increasing distribution costs reduced gains in production. According to Meffert is divided into four phases of marketing: the phase of strategic marketing, customer orientation or marketing, orientation to the production phase, focus on sales. Today, organizations have a different opinion on how to deal with marketing. – Phase-oriented production is dominated by demand over supply and mass production. Marketing problems are limited to selling goods in the sense of distributions.

– During the phase-oriented sales ratio of supply and demand changes, the proposal begins prevail over the demand. Buyer's market occurs when those who suggest that more efforts than the potential consumers. Sellers in the market, by contrast, a trend that consumers are making more effort than an item. However, as before, the task of sales is to sell what was proizvedeno.Eto phase of aggressive selling. – Phase marketing or customer orientation is characterized by an additional increased competition. The first step is to investigate and influence consumer behavior. – The fourth phase, Strategic Marketing, dated 70 mi years. Strategic Marketing for typical focus on all market partners. Marketing sales, customer-oriented marketing, supplemented by public procurement and marketing (publicmarketing). "Strategic Marketing" recognizes that success depends not only of customer orientation, but also determined the relationship to various sources of procurement, competitors in the market and the general public.