The aim of this paper is to give a detailed overview of planning as one of the five management functions and how marketing and planning are interrelated. The paper tries to explain how the planning process works in the organization, how it is integrated with the marketing activities of the company and how to measure the success of the set goals and final results. Above all, the aim of this paper is to show how in-house marketing processes are going on, what are the key planning stages, and how to choose the target market that marketing activities will relate to. Planning within an organization is not possible without a control system because it provides mechanisms that correct activities that are not effective in achieving marketing goals. Therefore, special emphasis in this paper is placed on the importance of marketing control as control helps to set standards that must be met and on the basis of which deviations and necessary corrections are determined. In the end, the paper tries to explain how the Agram Group conducts marketing activities, such as the structure of the Marketing Department of the Group, the business description and procedures of the department. Euroherc d.d. as an integral part of the Agram Group, is also the subject of this paper to explain that each member of the Agram Group independently defines and implements marketing activities. The end of the paper outlines the marketing activities of Euroherc d.d. and the results of the activities carried out.