Perspektywy rozwoju marketingu Nauka i dydaktyka wobec wyzwań praktyki (część II)
Perspectives of Marketing Development Science and Didactics Versus Challenges of Practice (Part II)

Summary/Abstract: The article constitutes the second of the cycle of three studies related to the subject matters of perspectives of marketing development taking into account the aspects of science, didactics and practice. It treats the trends in changes in consumption and consumer behaviour as the basic determinants of development of the market economy and entities functioning therein. Moreover, it touches the subject matter of servicisation of consumption and sustainable consumption which also affects transformation of the structures of trade and services in Poland. The authors pay attention to the processes of development in trade and services being a consequence of changes in the customers’ purchasing preferences. They indicate the quantitative and qualitative changes in trade.

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