Marketing - a phenomenon of XX century. There was it and developed as the form of applied economy. It is no wonder, that marketing is closely connected with such base categories of the economic theory, as an exchange, maximization of profit, utility, specialization, rationality. The model of "the economic person", the person of the rational making decision for achievement of the egoistical interests, was considered in marketing as a basis of representation about decision-making and behaviour of consumers. The economic theory XXI s. closely cooperates with structure and the maintenance of productions on creation of cost while marketing aspires to be beyond manufacture and concentrates attention to satisfaction of needs of consumers.