Marketing and marketing management changed with respect to varying marketing environment considerably during last years. These changes brought new aspects of modelling to the marketing and marketing management. This paper focuses on the possibilities of usage of mathematical and other models in marketing. The aim of this article is to carry out the literature review of international literature and other sources concerning phenomenon of modelling in marketing in order to present a comprehensive summary of different types of models in marketing. First part of this paper focuses on the development of modelling in marketing from the historical point of view. The second part of article deals with different types of models in marketing and present possibilities of usage of marketing models in particular tools of marketing mix. In the second part of the paper author shows several examples of usage of mathematical models in the product line decisions.