Na korzyść albo na niekorzyść – wykorzystywanie wybranych koncepcji w praktyce marketingowej
Beneficial or not beneficial – utilization of selected concepts in marketing practice

Summary/Abstract: Marketing, besides supporters indicating benefits which it guarantees, has also many opponents showing its weaknesses and unethical practices. Critical opinion about marketing is caused above all by wrong application by marketers of concepts, methods and tools worked out by marketing scientists. The paper presents three selected marketing concepts and restrictions in their interpretation, making use of marketing researches conducted in developed markets (secondary data). The author analyses their results from the perspective of their weaknesses which may result from the improper use of these concepts: multichannel marketing communication, customization of products and services, improper launching of new products or services resulting in the cannibalization effect. The paper is a theoretical reflection, which aim is to formulate preliminary directives improving the application of selected marketing concepts.

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