The subject of this paper is the role and importance of marketing in the trade. Marketing plays an important role in the operations of any company, including trading companies. With the development of trade happened the development of marketing in the trade, by which traders retain existing and attract new consumers, gain competitive advantage in the market and create prerequisites for business development. The subject of this paper is the role and importance of marketing in the trade. The aim of this paper is to show how marketing and marketing activities influence consumer behavior and help improve trade. Retailers, first of all, in order to do business successfully, must meet target consumers and design and implement marketing activities in order to create a relationship with consumers and influence their purchasing decisions. In the paper, after conducting the research, it was concluded that the respondents in the research are aware that trading companies influence their purchasing decisions through various factors. Also, it was observed that the respondents are not aware of all the elements of the marketing mix through which trading companies influence their purchasing decisions. After searching for secondary data and collecting primary data related to the role and significance of marketing in trade, it was concluded that marketing has an extremely important role and significance in trade and that in today's modern market conditions, trading companies must apply marketing in their business if they want to achieve competitive advantage on the market and create the foundations for long-term successful business.