STRATEGIES OF MARKETING TRADE ENTERPRISES ? SURVEY RESULTS

Y The publication contains selected of the research on the marketing strategies used by trades companies opereating of the Polish market. The basis for the formulated theses are the results of a survey conducted by the Department of Marketing at the University of Economics in 2013, on a sample of small and medium-sized and large enterprises. The dominant strategy of market selection are selective marketing. The dominant strategy of market simulation are strategy of high-quality. The author also stresses a significant variation of the strategies used, depending on specific characteristics of a market a given company operates on and features of that company.