The historical development of marketing determined the main elements of the marketing plan, which still exist today. There hasn't been a day in the history of the country when someone hasn't used marketing tools nad activities. Marketing has been around for many years, from the ancien Egyptians, Greeks, Chinese – all the way to the Middle Ages, where marketing began to develop, and in the age of industrialization it became an independent discipline. It's interesting to see how marketing has changed over so many years, but in fact it has remained the same. The various techniques used in the past and today are some of the best techniques and tools that man has invented. The age of industrialization accelerated the market and marketing, as a discipline, developed much faster. Although there was no Internet back then and everything went slower, marketers were constantly finding ways to find potential clients. Although at the beginning most marketing agencies dealt excluesively with the resale of advertising space, the development of agencies began to contribute to the development of marketing itself, and people were more and more creative in that profession. Industrialization also created business marketing, which companies accepted wholehertedly in order to find their customers as quickly nad efficiently as possible. The organization of trade fairs was then one of the main marketing tools in addition to personal selling. Fairs were organized frequently, and companies also liked sponsored events, where their products or services were highlighted. Business marketing itself developed at a high speed, and reached its peak with the advent of the Internet. Digital tools have enabled companies to contact potential customers faster and maintain existing customer relationships. All this resulted in integral marketing, which is the present and the future of marketing, as such. Companies were forced to come up with a new way of advertising due to the accelerated pace of life and rapid changes in trends. In this sense, integral marketing served as an excellent solution, because it ensured that all marketing activities in te company were tied to a single goal, which is to satisfy the needs of consumers while making a profit.