Modern business requires new approaches to marketing like never before. This article explores the role of marketing as a critical element of successful entrepreneurship in today’s business environment. Marketing not only attracts the attention of customers but also determines strategic decisions, helps increase sales and profitability, and improves brand positioning in the market. The world is changing dynamically. Trends, consumer behavior, approach to buying or receiving a service, requirements for provided services, etc. are changing. Competition is growing significantly. Brands are constantly working on quality and «challenging» their colleagues, each time raising the «bar» in the market. Success is achieved by those who, despite external circumstances, improve, enhance what they have acquired and create new things. In this dynamic, companies must become better without losing their value, mission, and idea. The consumer must always be at the center of all these processes, because all actions aimed at satisfying his needs and desires in the best possible way will make him a favorite of the company and can potentially turn him into a regular buyer. However, creativity and uniqueness will bring the best possible result in combination with strategic, planned, and forecasted solutions. A comprehensive approach is what is most important today. It can be provided by marketing, which aims to stand out, convey importance, be remembered, and at the same time scale business activity and provide it with a leading position in the market. The article examines the main aspects of modern marketing, including digital marketing, social media, influencer marketing, local marketing, and more. It also emphasizes the importance of developing marketing strategies adapted to the specific needs and requirements of the modern market. With the information presented in this article, entrepreneurs and business leaders will be able to better understand how modern marketing impacts their businesses and how to implement effective marketing strategies to achieve greater success in the market. The practical advice and best-practice examples covered will help entrepreneurs optimize their marketing efforts and achieve sustainable growth in a dynamic business environment. 

marketing, strategy, consumers, enterprise, needs, target market