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Study text represents an innovated version of the textbook Marketing in Theory and Practice which was created by authors Ing. Kateřina Matušínská, Ph.D. and Ing. Michal Stoklasa and was published in 2014. This study text represents as an introduction to the basic terms and relations of this science discipline, and as the first step that leads to other, more complex marketing subjects following this basic course Marketing. After learning all the information from this book, the students will know how to practice basic marketing activities in a company, they will acquire basic knowledge from the marketing field in the way of basic terms, definitions and principles, they will know how to solve basic marketing issues, which are connected with the satisfying of customer needs and wishes. All the chapters include various examples for the readers to understand all the complex theory in a more simple way. The authors also structure this book in a way, that the readers can easily follow it in their decision making in a company.