Abstract
This dissertation is composed of three chapters. Basically, we will be looking at the growing necessity for companies to practice the concept of marketing in order to ensure that they are competitive enough in the market. Considering the increase in the implementation of marketing practices, it is important to discuss the elements that contribute both to its success and failure. Chapter one examines marketing in its business context where as chapter two emphasizes the main critics of marketing functions and their impact on individual consumer welfare and finally chapter three gives insights about marketing regulations.
