Strategia marketingowa małych i średnich przedsiębiorstw w gospodarce rynkowej

Abstract

The article Is an attempt at showing specific characteristic of means and goals of marketing strategies developed by small and medium-sized firms. For these strategies to succeed they must be based on special advantages possessed by small firms such as a good knowledge about customers, elasticity of their operation and innovativeness. These strategies consist in roost- cases in adapting a product or a service to expectations of a chosen, narrow segment of the market. The article ends with the author's proposal concerning liberalization of principles according to which small firms are established and developed in Poland.