Marketing wewnętrzny a orientacja na klienta w procesie budowy przewagi rynkowej
Internal marketing and customer orientation in the building process of competitive advantage

Summary/Abstract: Conscious marketing activity directed inside the company is an important factor in building trust in the company and improves the quality of processes the company implements. It also has a direct impact on the way companies build relationships with customers in the context of a full orientation to their needs. Identifying and management of the links between market participants can be a condition of building competitive advantage. Analyzing the company's activities and its relationship with the market makes it possible to use the relationship in the process of building additional value for consumers as well as shaping the competitive position in the market and achieving the objectives.

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