We have already said that marketing is a relatively young scientific discipline. The term first appeared in American economic literature in 1902. Since the middle of the twentieth century, the concept of marketing has rapidly won the minds of both theoreticians and practitioners – economists and managers. The intensive development of theory and practice of management led to the accumulation of huge empirical material about business processes, consumer behavior, and competition. A number of scientists were able to systematize and summarize the available facts. Progress in theory, practical activity in the market has given rise to a new trend in management science – marketing.