Abstract. “Play”, “plaything” are words with which our mind fly away to the extraordinary period of our life – the childhood, when all things are perfect. In this paper we analyze the implication of “play” ideea in the labyrinth of marketing strategy, and marketing policy. We will demonstrate that “Play” has a profound influence upon customers, upon their attitudes, their motivations, their perceptions and preferences, and it constitutes “a possible face of marketing”.

Keywords: strategy; tactic; marketing policy; influence; play.