Znaczenie wiedzy marketingowej w doskonaleniu zawodowym sluzb doradczych i szkoleniu rolnikow

Marketing management has universal character, it concerns various branches of economic life. In agriculture and food economy its influence is a little more difficult to be exerted, because of the specificity of the agricultural production. It has a mass nature - the individual producer has no influence on demand. The group marketing activity is not well developed among the farmers’ society. Research presented in this work was conducted in 1993 among local specialists of 9 Agricultural Advisory Centres. They were supposed to estimate in a questionnaire the usefulness of knowledge and skills in the advisory job from 0 points (unuseful) to 10 points (most useful). The results of the conducted research confirmed the proposition that active marketing education of the rural population may be a factor stimulating political transformation, thus making possible the multifunctional economic development on rural areas.