Nowe czynniki oddziaływania na marketing i kierunki jego badań
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The author advances a thesis in the article that new research avenues in marketing are laid out recently not by academic centres of marketing research but by marketing practitioners. The studies conducted by the latter make the biggest contribution to marketing research and its effectiveness. According to the author, there is missing a precise borderline between basic and applied research In marketing, what accounts for a considerable research confusion. In the further part of the article the author analyzes main directions of future marketing research taking into account possibilities and extent to which marketing research can be carried out in practice, with a special attention paid to marketing of means of production.