Is marketing really that important for a business?

Would a company be able to survive without marketing?
Couldn't "word of mouth" work as well?...passing from friends to friends and relatives, etc...i think that could also really do a lot for business as it would provide personal recommendations....
How would you market a business globally?? is internet the only way, or do you actually have to select business partners and start from there...or physically start an actual office at the destination first?

Thanks!!