The 21st century can be characterized by challenges that influence modern reality at both the individual and social levels. Taking the organizational dimension into account, companies and institutions have to provide goods and services that meet the needs and expectations of diversified users and, at the same time, follow the technological advancements and economic conditions characteristic of contemporary times. Nowadays it is not enough to produce merchandise or offer services; companies have to market their merchandise and take care of relationships with the broadly understood stakeholders at different stages of the product life cycle. All this has led to the growing role of advertising and marketing in the life of companies operating in the 21st century.

At the same time, advertising and marketing facilitate the navigation ...

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