ABSTRACT
The marketing orientation of Polish companies, a consequence of the circumstances brought about by the new mechanisms in economy that are in turn a result of the ownership changes, allows the thesis to be formulated that the marketing orientation is a basic element that conditions the survival and the development of small and middle-sized companies. The growing competition and customers requirements are the main factors that may incline small and middle-sized companies to adopt the marketing competition in the management. An important factor that determines the level and the scope of the research activity are marketing qualifications of the staff, especially of the persons who are responsible for the marketing activity in the company. At present, Polish small and middle-sized companies are in the initial stage of the creation of a conceptual, inwardly integrated marketing structure, by means of which they influence market phenomena. An independent marketing department exists only in every third Polish company of the small business sector.
