This article is a first attempt to take a panoramic sight of marketing development in Lithuanian science and society’s life, as well as in the context of social policy and economic transformations. The main aim of the paper is to provide some intellectual insights for further development of marketing science and practice. Marketing theory and method application in the country experiencing dynamic changes are examined. The main stress and attention are concentrated on the problem awareness, understanding, and perception of marketing and decisions, and actions, which arise from it. Theoretical and practical aspects are analyzed.