Rola marketingu w kształtowaniu kapitału społecznego Polaków
The role of marketing in the development of social capital of Poles

Summary/Abstract: The social capital performs multiple functions. It is also an important factor in the socioeconomic development. Built on mutual trust, social capital determines the willingness of individuals to take public activities and promotes cooperation. Based on the analysis of secondary data, it is noted that the social capital and the level of confidence in Poland are on relatively low level. There is therefore a need for systemic measures aimed at expanding social capital of Poles. The paper points out the possibilities and forms of marketing applications in the development of social capital of Poles and the benefits resulting from such actions

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