„Zyskowny klient” i „natrętna komunikacja” we współczesnym marketingu

The position of marketing and the opinion of it in an organization that utilizes it have changed in time. This is also caused by changes in the environment of an organization which influences the creation of new attitudes of customers- their often disloyal and demanding attitudes. Such attitudes hinder marketing from achieving its goals and lowers general opinion of it. The paper focuses on the issue of the problems of firms with their present-day difficult customers. It utilizes findings of research programs conducted in the USA, concerning the customer relationship management and the effectiveness of modern means of marketing communication (CPV – Customer Portfolio Management; Multichannel Communication). In the author’s opinion they may be applied in conducting marketing activities which will increase the prestige of marketing itself. The work is of theoretical (analytical) character, utilizes secondary sources of information, and contains conclusions relating also to general problems that organizations have with their present customers.