Contemporary trade is characterized by a high competition. Due to that, trade companies need to search for innovative solutions having a direct impact on the efficiency of the business activity. The monograph consistently considers such aspects of development of the trade sector as intangible resources as the trade growth driver; co-marketing based on the value-oriented approach and representing a contemporary model of business organization; business cooperation as grounds for the trade marketing activity; technology of management of logistics business processes of contemporary enterprises; talent acquisition marketing as a contemporary concept of personnel management in a commercial company; e-trade as an important component of the digital economy; areas for enhancement of the trade efficiency on the basis of the trademark mechanism; social efficiency and its role in the trade.