Marketing is all around us today. There are more and more products on the market, and only the most placed ones will be sold. It is in the interest of every producer to make the highest possible profit at the lowest cost, while at the same time giving positive feedback to consumers. A special branch of marketing is trade marketing, which reflects the relationship between producers and sellers, all for the purpose of successful sales. The trader can reach the desired goal by various methods and tactics (not manipulation), and the more successful and skilled he will be, the more competitive he will be. This paper in 5 chapters explains marketing and its application to the exchange process, and the area of trade marketing is specifically addressed, which we exemplify directly in trade. The first chapter states the goal of the paper, which briefly explains its structure. The second chapter talks about marketing, in general as a border economy, all its participants and the ways in which it manifests itself in everyday life. The third chapter refers specifically to trade marketing, a separate branch of marketing, which refers to the relationship between producers and traders applied in shops. The application of trade marketing is explained in detail in the fourth chapter, where the ways and activities that promote the sale of products in stores are listed, and the last (fifth chapter) concludes why trade marketing is an important and indispensable part of today's market.