Today,with technological development the market is also developing and constantly changing. It exchanged many new organisations, industries and products. In the past, there haven't been so many changes, innovations and reinnovations of goods or services. The consumer had much less choice than today's, so it was easier to satisfy his needs and to distinguish organisation from competition. Today, the consumer has an increasing availability of goods or services of the same kind as the market is highly represented. Because of various choices, it became harder to determine and investigate consumer behaviour, desires and needs. We are assisted in this by marketing and neuromarketing research, whose primary aim is to investigate the consumer. To differentiate themselves from competition, organisation must find tactical ways to do so. By implementing marketing and neuromarketing, as well as marketing and neuromarketing research into the orgaization's business activities, many positive effects can be achieved.