Innovativeness of Marketing Services and Their Usefulness in the Process of Enterprise Management

Abstract

Development of the processes of market competition and enterprises’ pursuit of improvement of their competitiveness underlie the interest in optimisation of market activities. Enterprises seek-ing for ways of improvement of the course of managerial processes and seeing the strong pressure on the side of competitors marketing management, there come to the fore the services called marketing ones, including the services related to market research and advertising. Both areas are char-acterised by the intense competition which is expressed in a big number of entities proving them and the dynamic development of the techniques and solutions applied thereby. From the point of view customers, of the key importance is assessment of their up-to-datedness and innovativeness. An aim of the article is to assess the level of innovativeness of marketing services used by enter-prises operating in the Polish market and an analysis of their impact on the course of managerial processes with a particular consideration of formation of competitiveness. The basis for analyses are findings of quantitative surveys carried out on the turn of the year 2015 on the nation-wide sample of 505 enterprises. Those surveys’ findings show that both advertising services and research ones are evaluated as innovative by more than 70% of enterprises making use of them. They are also evaluated as one yielding substantial benefits, particularly in the context of growth of competitiveness. In particular, it concerns the advertising services – the overwhelming majority of using them enterprises assess their impact on competitiveness as at least positive. A little bit worse there are perceived in this respect research services.