Ewolucja narzędzi marketingowych stosowanych w zarządzaniu oświatą.
The evolution of marketing tools used in education management.

Summary/Abstract: The development of the market economy in the late nineteenth and early twentieth century brought the establishment of marketing. There was the need for action on the market aimed at obtaining the desired response by the entrepreneur, and later – the competitive advantage. There was also the need for a practical and useful knowledge. Marketing is not therefore a set of theoretical rules, claims and invented guidelines, but is a generalized experience of the practical rules of conduct of companies, which, thanks to their use, can gain market success in economic competition. These processes are inextricably linked with the market being the center of the action. It is therefore necessary to use many tools and sales techniques (packaging, pricing, distribution, promotion, market analysis through its continuous research) focusing around the function of the product, associated services, and prices. The most important is the self-satisfaction of the customer. Some people think that marketing is a way that facilitates the sale of products, others that it is tantamount to advertising. Marketing however is much more than the ability to sell and advertise goods or services.

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