Today, we are surrounded by marketing, everything we see around usi s the product of marketing. While there is still an opinion that marketing concerns only advertisements that we are bombed with daily, in this paper we will turn to hidden marketing that individuals do not recognize. Marketing is not exclusively promotion of a product, marketing is a whole process of creating retail and wholesale enterprises, finding suitable location, choice of targetet consumer segments and markets on which action is sought to perform. The process of distribution the product from the producer to the final consumer through different distribution channels must not be skipped. Marketing is oriented toward meeting its own goals, but also to satisfy customers needs and desires. In this paper, marketing will be linked with retail. Retail without marketing today would not have experienced the success that it now enjoys. Creating a comfortable environment in stores is one of the tasks of marketing. Sensory branding can encourage customers to buy something and even sty longer in the store, which again results in purchasing of unplanned products. Creating and setting specific targets creates marketing mix (4P) that aims to attract customers. The behaviour of the customer also depends on the product, price, promotion and distribution, but it i also influenced by environmental factors that separate consumers from one another. This paper also mentions numerous examples of the given topic, and at the very end of this paper, detailed loyalty programmes, successful marketing campaigns and competitive „wars“ are described in more detail. As technology and the Internet are developed, electronic commerce (in paper, e – commerce) offers much more benefit than physical shops. In the paper is also mentioned the impact of the Covid-19 pandemic on trade, restrictions places before people and increasing popularity of e – commerce.