ABSTRACT
This chapter introduces the general concept of marketing and how it has evolved. Marketing is a widespread concept, and its role is becoming increasingly important to the commercial success of private-sector firms. The chapter concentrates on the main reasons why public-sector organizations are so interested in marketing. Marketing developed considerably in the twentieth century with the emergence of concepts and models still used. All these developments have continued into the present by: integrating deeper analyses of distribution systems and competition strategies; the internationalization and globalization of companies' commercial activities; marketing within companies' functions as a whole; new modes of communication; a systemic approach to ecological, judicial and societal aspects of the corporate environment. Like most countries, Switzerland offers unemployment benefits, providing subsidy payments to the unemployed and counselling to help them find new jobs. The Swiss benefit-payment system involves competition between public and private funds.
