Today's dynamic business environment forces a change in the marketing. Evidence of this are the new concepts in the area of marketing. Generally, there is a consensus about the fact that today's enterprise, to be able to survive on the market, is forced to implement the marketing approach. Meanwhile, many organizations that operate on Polish territory, seems to be oblivious to this relationship. This is confirmed in the results of a desk research on the status and development of marketing in companies operating in Poland, that are presented in the article. This research is a continuation of a research of similar scope, conducted in 2000-2002.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.