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

Summary/Abstract: The paper constitutes the first from three parts of discussion dealing with problems of perspectives of marketing development, taking into account science, didactics and practice. There were presented some conclusions concerning modern concepts of marketing and perspectives of development of the science, covering theoretical bases and assumptions about marketing in the context of crisis of economics. Moreover, problems of efficiency, effectiveness and productivity of marketing were discussed. The problem of marketing research, its correctness and reliability was taken into account as well. The paper also pays attention to evolution in the sphere of marketing communication.

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