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Abstract

Subject and purpose of work: The article discusses the problem of the relationship between marketing science and institutional economy. Its goal is to examine the impact of institutional economy on the way of scientific cognition in marketing. Materials and methods: The article was prepared on the basis of the study of the relevant Polish and foreign research literature, particularly concerning marketing theory. The methodology of the present study is based on the considerations taken up in deduction with the support of descriptive and comparative analysis. Results : The impact of institutional economy on the method of scientific cognition in marketing results in the interest of marketing science not only in an enterprise but also in an effort to describe the external factors (externalities) and social costs related to marketing activities of enterprises. Of importance is also the understanding of the functioning of the structure of the marketing system as well as the reactions of the institutions responsible for the implementation of the country’s marketing policy. Conclusions : The analysis conducted for the purpose of this study leads to a general conclusion that marketing and science devoted to it are not homogeneous in epistemological terms and a significant he two can be pointed out. It encompasses traditional marketing which stems from management and marketing referring to the institutional economy of higher level.

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