Strategia marketingowa przedsiębiorstwa a identyfikacja kluczowych czynników jego sukcesu
The Company Marketing Strategy vs their Crucial Success Factors

Summary/Abstract: The desire to succeed is the driving force behind enterprises operating in the market. The article considers the role of marketing strategies in the context of achieving the success of the company. Relating to attempts presented in the literature on the subject of understanding the success and its factors, authors seek the answer to a question, whether a marketing strategy is perceived as crucial success factor of the contemporary enterprise. The article has a review character and uses the method of critical analysis of current achievements in this research field. The objective of the article is to identify the area of research on marketing strategy as one of the key success factors of the contemporary organization.

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