Istota i rola marketingu w przedsiębiorstwie turystycznym

The aim of the present study is presentation of the touritic company's marketing impotance. Marketing on this field is a big challenge for a market particpants. The raising concurence makes that much more companies realise the big importance of a such factor like "close contact with a client" in the marketing actnities. No one company want exist on the market only because of the concurence's marketing is worst that their own. The focus of activities to the client will became much more common, when the coma-nies will realise, that "partners marketing" is a factor who decide about succes. The batail for client makes necessery tofind out what are the possibilities and difficulties which describe the companies and clients behavioe. On the market better are thay who can better see further situations and see the possibilities unseen for the others. Very importtant way to examine the situation is the swat analys, which let to use marketing activities to bett company preparing to diffrent market situations.