Fairs, as one of the oldest forms of trade, originally date back in the era of the ancient Roman Empire but their most significant development period believes to be during the Middle Ages. During 13th century onwards fairs were held periodically in bigger cities and villages, mostly within celebration of different religious events. Back then, different raw materials and finished products were brought to the fairs where they weres old, but due the impracticality this practice was abandoned. Instead of finished products and different raw materials merchandisers brought samples of products and raw materials that were exhibited and based on samples the contracts were made. The first fair activities of this type were recorded in late 19th and early 20th century in Liepzig, Verona, Paris and Lyon. It is important to mention that Zagreb was one of the 19 cities that joined together and founded the International Union of Fairs(the umbrella organization for fairs in the world) in 1925. Significant changes during last few decades have not only strike fair industry but also marketing industry. From the concept of production to the concept of consumer and social marketing, or better say from focusing on production to focusing on consumers and coordination of marketing mix elements marketing has been throught its development path as well.. Its function is now equated with other functions in the company and has a number of instruments available to meet its goals. The fairs are today used as a channel through which both sales and marketing goals can be met simultaneously. Fairs are successfully used as an efficient marketing tool independently or in combination with other marketing tools. What is important is that all marketing activities concerning marketing mix elements are aligned with the marketing and business goals of a complete company.