Marketing is a key component of a successful entrepreneurial venture. Larger and more organized business systems are more effective in organizing marketing functions in their companies, thus achieving an additional comparative advantage over micro and small businesses. Small entrepreneurs, on the other hand, often lead to a situation of neglecting marketing in business due to lack of time, money, human and material resources to organize all the necessary processes, or simply because of underestimating the importance of its role. Reliance on external services for individual projects or the use of specialized agencies is often unsuitable for adjustments in the course of a business process, requires high costs with questionable profitability. The Croatian economy with its specifics such as a small national market, undeveloped culture of entrepreneurship, sensitivity to all forms of external influences, and the slow and complicated procedure of starting and closing business in comparison with comparable countries, additionally make it more difficult to increase the share of micro and small entrepreneurs in gross domestic product. These premises can be a basis for analyzing the ability to fit certain marketing models and scientific discoveries, with small business without the ability to organize a marketing department and standardized tracking of all marketing practices in their businesses.This paper presents the most important marketing principles and models, analyzed and substantiated in the relevant marketing literature, and with the help of practical examples, it analyzes the possibilities of their application in domestic micro and small entrepreneurs.