Kompetencje marketingowe jako czynniki rozwoju zagranicznego rynku w przedsiębiorstwach budowlanych
Marketing competencies as the factors of development of foreign market in building enterprises

Summary/Abstract: In the article we have analyzed the meaning and communication of the brand in the process of creating the image of an organization in an international surrounding. In the background of offensive and defensive motives of entrance. The quantity verification was conducted on the basis on survey. The research was conducted on 150 subjects on the territory of Poland in 2011. Foreign expansion of businesses was connected with the implementation of marketing aims. The analysis of marketing competencies in four areas — customer relation management, organization and management of distribution channels, product management and new product development confirmed their big meaning for performance outside the home market. The biggest emphasizes were put on creating channels of reaching customers, as well as developing new products which confirmed the previous assessments of innovation carried out by the respondents.

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