The article is an attempt to present the concept of behavioral marketing. The first part presents the synthetic assumptions of behavioral economics, its essence, specificity and premises of development. The elements of this characteristic allowed in the second part to present the author's view on behavioral marketing – elements of definition, essential features and designations of the behavioral perspective of marketing. The discussion of the concept of behavioral marketing focuses on the ten basic areas of the reception field of category definitions. It shows the possibilities of describing behavioral marketing through those designations proposed by behaviorism, behavioral economics, research on consumer behavior in marketing, sociology and, with some reasonable caution, also in the area of neuroscience.