A company's new products cannot be launched on the market without marketing as an integral part of the organization. The company's entire portfolio must be understood by the customers in order to make the right choice for them. Providing value-added sales is an important objective of marketing for steelmaking companies. From the employees' perspective, opportunities and challenges have been identified regarding the introduction of value-added sales. Support factors have been identified to mitigate these challenges. The key marketing challenges that academics and practitioners face in the area of marketing are: first, providing marketing as a central part of business strategy, integration and holistic marketing; second, globalization and global marketing of multinational corporations (MNCs); digitalization, the Internet, other digital media and digital marketing are the third stages; co-creation of unique value with customers and personalized marketing are the fourth stages; and sustainable development and marketing are the fifth stages