This book is for constantly busy managers who must decide every day how to further develop their business. The ideas and tools of modern marketing can help them with this. But identifying the most interesting in the sea of literature on marketing is an extremely difficult task. One of the best marketing teachers in Russia, I. V. Lipsits, offers assistance in solving this problem. From the materials of the lectures he gave to MBA and Executive MBA students, he selected 70 marketing ideas that could be most useful for managers of modern Russian companies. These ideas cover all the main aspects of marketing operations, and familiarity with them will help domestic managers develop effective competitive development strategies in an increasingly complex situation in domestic markets for goods and services.