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Suggests that, although Poland has made much progress towards becoming a market‐led economy, powerful environmental developments are now confronting Polish firms and these have elevated the necessity for effective marketing strategy and organization. Provides findings from a survey of 893 Polish companies which indicate that many have adopted a marketing orientation and assembled organizations conducive to effective marketing. However, many companies have not yet fully overcome time, attitudinal and other barriers to the adoption of marketing philosophies and the creation of a dedicated marketing organization. There is some evidence that marketing is embraced at a strategic level among many of the firms studied. However, marketing activities are assigned to non‐specialist functions among many of the companies and some of them do not assign key activities to anyone. Concludes that an extensive programme of education may be required to enhance awareness of the importance of, and knowledge for, marketing among Polish managers and administrators.
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