The aim of this final paper is to provide an overview of the connection between medical technology and new, modern marketing activities. The progress of technology in medicine has enabled a detailed insight into the work of the human brain and has made adaption to human behavior easier. Neuromarketing is a symbiosis of neurology, neurochemistry, behavioral genetics, psychology, neuropsychology and other sciences that have explored the brain to gain new insights into customer behavior. The human brain is responsible for all conscious and unconscious actions that a person does, and the decision to buy is an example of an unconscious action. Many scientists and economists have long held that man is a rational being who takes all his actions solely for his own benefit. Recent studies prove that the brain functions based on feelings and memories, which also applies to the buying process. The brain stores all memories and emotions related to individual products, and the decision to buy them is made subconsciously through analysis and recollection of the same. When comparing neuromarketing to the methods of classical marketing research, advantages of neuromarketing can be seen and it is assumed that neuromarketing will become a suitable replacement for them in the future. Today, it is still not possible to responsibly stand behind these claims due to the existence of a number of ethical issues regarding the application of neuromarketing research. But one thing is for sure: neuromarketing today is great for testing existing knowledge acquired through the application of classical marketing and it is also a great method for upgrading and improving them.