The paper analyzes the marketing importance on the example of breeding Lipizzan horses in the Republic of Croatia. The analysis of literature and previous studies are presented prior knowledge regarding marketing, marketing mix and horse breeding. In the modern business environment, with global competition, it is impossible to imagine launching a new product or service without marketing, which in many cases even precedes the production itself. Thus, marketing has moved away from its original role of increasing demand for a particular product or service - modern marketing requires a shift in focus from product to market and customer. Marketing strives to meet the needs of the manufacturer or service provider, but at the same time, the wishes and needs of the consumer must be kept in mind. Marketing mix is defined as placing the right product or combination thereof on the market at the right time and at the right price. It is a set of marketing instruments that a company manages to achieve the best possible response in the target market. It consists of four elements: product, price, distribution and promotion. Horse breeders in the Republic of Croatia are organized into horse breeding associations, which are affiliated to breeders' associations, depending on the breed they breed. National stud farms are of great importance locally, but also for the whole of Croatia in the field of horse breeding, equestrian sports and continental tourism. The long tradition of breeding Lipizzaner is rooted in this region and is an integral part of each of its tourist, economic and sports cards. The paper analyzes Ergela Đakovo through elements of the marketing mix. The complete marketing process is based on passive communication with the market. The marketing strategy that underlies the business of each business entity is not visible.