Several are the criteria that, each one separately, they demonstrate the increasing importance of the marketing to us in our epoch. Instead of analyzing them separately, we will consider in block the different evaluation grades, this way to simplify what is clear, that is to say, the importance of the marketing in our days. The typical adagio of «the good cloth in the ark sells» it has lost any validity. Much on the contrary, he might steady himself flatly, in view of thousands and thousands of experiences, which the good cloth in the ark does not sell to itself, if there does not exist one or another type of activity of marketing that that thing about, to know and make it wish. In this concrete case the approach of the sale must be aggressive, since if one does not cheer the consumers up and it motivates they will not buy enough products.

They have had to pass many years so that in Spain we begin understanding the importance and utility that contributes the application of the different variables of marketing to the context of the company. If we analyze the problem with a quantitative criterion, on a global scale, we will find the following results:

In the USA more than half of the price of sale of a product of big consumption is assined, like average, to marketing activities.

From a macroeconomic point of view a strong positive interrelation is warned between the development of the marketing in a country and his economic and social development. In those where the marketing activities are incipient a revenue is observed by very low inhabitant. Although this index is not a faithful and exact measurement of the grade of progress of a country, it can be used by approach. The economic and social development reaches his highest quotas in the countries in which the preponderance is bigger than the innovation and use of the marketing.

To ratify this idea that is taking shape, I am going to base on the report of World Economic Forum, on world competitiveness of the year 2006 and the ranking of the magazine Fortune, on 20 world companies most admired in the year 2006.

The report of World Economic Forum on the levels of competitiveness of the different national economies has endorsed to those countries that they have bet for the innovation. The last report of the European Economic Community classifies the Member states under four groups according to his evolution: countries leaders (Finland, Sweden, Denmark and Germany, to the same height as Japan), which are located in the average, which are recovering and those who lose area, where Spain is located.

As for the investment in I+D, Spain has much that to improve since only it destined in the year 2006 the 1,13 for 100 of his GDP to this paragraph opposite to 3,3 for 100 of Finland or the 1,9 for 100 of the average of the European Union. Therefore, Spain has the hanging subject of increasing the investment in I+D+i, where the marketing has much that to say.

SOURCE: World Eonomic Forum

As for the ranking of the 20 most admired companies of the world, realized by the magazine Fortune in collaboration with the counsel Hay Group, it is necessary to emphasize that the most valued companies are those that, in addition to having a major aptitude to attract, to make faithful and to develop the talent of his personnel, they can encourage the work in team, the initiative, the innovation and the orientation to the client.

The predominance of enterprising spirit of the North Americans remains reflected in that between the 20 most admired companies only one has no head office in the USA: Motive Toyota (Japanese).

SOURCE: Magazine Fortune and Counsel There Is Group