In her article, the author discussed the developments that were taking place in Poland in 1989-2009 in perception of marketing and marketing management in Polish trade companies. The period of 1989-1995 was the onset of being acquainted by domestic trade companies with the essence of marketing, and learning from manufacturers' trade representatives of the practical application of marketing instruments. In 1995-2000, there were attempts to imitate by domestic companies the marketing actions undertaken by foreign trade chains, developing marketing in large selling areas. The first years of the 21st century mean the onset of the „mature market" and development of professional marketing management in domestic trade chains and growth in importance of effectiveness of marketing actions and intensification of the use of marketing tools for the purpose of construction of the image of trade company and formation relations with customers.
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