This final paper deals with researching the topic of the history of marketing and how its history has influenced modern marketing. Marketing is an important segment in all businesses, companies of all sizes and all industries. Marketing is necessary for the sale of products and services, because marketing itself shapes the perception of a product by existing and potential consumers. The history of marketing serves as a guide, that is, it provides insight into the evolution of marketing practices, philosophies, strategies that have shaped contemporary marketing principles and practices. The history of marketing has influenced the understanding of the failure of certain marketing practices, but also the success. Studying the chronological history of marketing gives rise to marketing analysis, which leads to an understanding of what has worked and what has not in various historical contexts. Throughout the paper, the text refers more to marketing campaigns that have proven to be very successful and why it was so. By knowing the history of marketing, entrepreneurs can avoid repeating the mistakes of their predecessors, which did not work, and can repeat what worked for marketing and for selling goods. Knowing the history of marketing provides valuable insight into and understanding consumer behavior. Understanding only gives birth to additional innovations and good ideas. Through an insight into the history of this science, it is possible to see how consumer preferences have changed and why preferences have changed in the first place. By studying past marketing successes and failures and consumer behavior, today's companies can better understand the wishes and motivations of consumers and therefore can implement better strategies in marketing and minimize failures because those who do not know history are doomed to repeat it. Essentially, the concept of marketing has not changed over the years, but the tools have changed a lot in the era of the Internet, making it easier for those who offer a product or service.