First, the fundamental aspects of marketing, to get right, especially if you want to build a truly sustainable high quality organization (of any size) in the modern age:

Ensure the ethics and philosophy of your organization are good and sound. This might seem a bit tangential to marketing and business, and rather difficult to measure, nevertheless...

Price is no longer the king, if it ever was. Value no longer rules, if ever it did. Quality of service and product is not the deciding factor.

Today what truly matters is ethical and philosophical quality - from the bottom to the top - in every respect - across every dimension of the organization.*

*businessballs.com