Doskonalenie funkcji marketingowej poprzez implementację zasad marketingu relacji
Improving marketing function through the implementation of relationship marketing principles

Summary/Abstract: The paper deals with the issues concerning the marketing function management in a company. This aspect of management has been put into scrutiny from the point of view of the ideas and principles of the relationship marketing concept. Thus, firstly the author explains the main reasons for noticing the importance of building firm, individual bonds with a client. Then the assumptions and elements of relationship marketing are analyzed showing their similarity to to the idea of public relations and value in the improvement of enterprises’ competitiveness.

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