Działania marketingowe małych i średnich przedsiębiorstw na tle przemian strukturalnych zachodzących w handlu na przykładzie województwa lubuskiego
Marketing activities of small and medium-sized enterprises on the background of the structural changes taking place in the trade market on the example

Summary/Abstract: Marketing activities play an important role in any business regardless of its size, legal form or type of activity. They become crucial in achieving competitive advantage. Therefore, small and medium-sized enterprises are seeking to systematically improve it by using a wide instrumentation of activities. Adapt their strategy to the needs of the competitive market in which they operate, with a view to best meet the needs of their consumers. The purpose of the paper was to determine the effects of structural changes taking place in the trade marketing activities of small and medium-sized enterprises. For the purposes of the paper 44 categorized direct interviews were conducted with representatives of small and medium-sized enterprises in Lubuskie voivodeship. The study adopted the idea that structural changes occurring in the Polish trade, as evidenced by the dynamic development of modern forms of retailing, have an impact on the behavior of small and medium-sized enterprises in the field of marketing activity. This resulted in the pursuit of small and medium-sized enterprises to improve the conditions and ways of their functioning on the market

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