The purpose of this tutorial is to consider within the framework of the main topics studied in the course of marketing, the concepts and mechanisms leading to the success of the firm. When studying such a subject as marketing, it is necessary to get acquainted with the basic terms, concepts, strategies and principles of this type of activity of the company. To ensure that the subject of marketing does not remain only a formal theory, the textbook provides examples from modern life around us, which illustrate how certain principles and strategies work in practice. While the basic concepts of marketing remain virtually unchanged, there are areas that are undergoing changes, due to the fact that the consumer of the new time generates a new understanding of value and dictates new approaches in marketing. This leads to the need for updating and some theoretical material. In this regard, along with traditional topics such as the basic concepts of marketing- need, want and demand; marketing proposal; value and satisfaction; exchange; market; market research; market environment and so on, - the textbook is supplemented with material on digital product promotion, as a reflection of the development of Internet marketing.