Contemporary marketing management has led to the need for advanced research to understand consumers' unconscious needs, wants and emotions. Dynamic marketing management processes lead to technological transformations that establish new marketing paradigms through automation, integration and monitoring in real time. Neuromarketing appears as a contemporary solution for understanding consumer behaviour and contributes to better optimization of marketing campaigns, products and services for a target group. This thesis puts focus on the research of of eye tracking, one of the most common methods in neuromarketing. Looking at the global context of marketing, neuromarketing significantly contributes to the development of integrated marketing communications and provides the basis for building longterm relationships in the subject-consumer business relationship. However, the usage of neuromarketing techniques can bring certain risks. This thesis conducts a series of research in the areas of contemporary neuromarketing management and the usage of the eye tracking method in order to obtain relevant data and examine the usability of the eye tracking technique. The functionality and applicability of techniques such as fMRI, EEG, galvanic skin response and PET are explained. The thesis includes a critical review on the implementation of the neuromarketing technique, shows the global contribution of the technique and determines the areas of application in current marketing concepts. The thesis is based on a theoretical overview of key components in neuromarketing and eye tracking techniques, with application for commercial and marketing purposes. The usefulness of the eye tracking technique in marketing presents the greatest benefits through web pages, multimedia advertisements and product positioning at points of sale. Finally, it emphasizes the importance of transparent, secure and accurate measurements to improve user experiences and increase conversions.