„From the moment that Poland began traveling the path of a free-market economy, everybody understood one of the fundamental rules of the functioning of a company - that sources of income are to be found outside the facility's entrance gates. In other words, on the market - and the market is formed by consumers. The production of food is characterized by a gigantic volume of goods, high rotation, relatively low differentiation in particular categories and relatively low brand loyalty among consumers. These particular factors virtually force companies into marketing activities if they have the ambition to occupy a significant position on the market. This is confirmed by the ranking of sectors with the largest influence on the advertising market. The food industry occupies third place on this list, behind telecommunications and banking," states Andrzej Gantner. He adds: "2009 was a tough year for companies. However, the majority of managers understand that the crisis, which has manifested itself mainly in the form of stagnation or a drop in demand, requires a significant increase in marketing activity."