Innowacje marketingowe w przedsiębiorstwach usługowych w Polsce
Marketing Innovations in Service Enterprises in Poland

Summary/Abstract: The natural effect of using the concept of marketing management is the development of enterprises’ innovativeness, which is the basis for the development and success of enterprises on many markets. Innovative activity of enterprises is particularly important in the services sector, in which it is definitely more difficult to build a sustainable competitive advantage for entrepreneurs. The aim of this study is to present the concept of marketing management as a way to systematically increase the innovative activity of services enterprises. The study is based on the results of a study carried out by the Statistical Office in Szczecin in 2014–2016, including marketing innovations implemented by services enterprises in Poland.

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