The Main Aspects of Market Communication in Poland

Abstract

The purpose of this work is to show mechanisms and effects of communicating cus-tomer value. The communication process aims to create and strengthen attitudes among buyers, leading to a favorable reception of products / services as well as a change of attitude from neutral to positive – creative. The basis for the preparation of the paper was the conduction of an in-depth and comprehensive study on the effective-ness and efficiency of communicating customer value. This included the analysis of available secondary data from various institutions involved in marketing communica-tions, both in scientific and commercial applications, as well as the analysis of primary research conducted on a regional basis on enterprises operating on the Polish market. Empirical own studies were conducted among enterprises in Poland in 2011 on a sam-ple of 17 companies.