A characteristic feature of the contemporary economic development is growth of importance of marketing services comprising, pursuant to the nomenclature being used in the European Union, advertising and research activities. Their growing importance can be seen on different plains. This is evidenced by both the indices of the number of subjects providing those services and people employed therein. A significant expression of development of marketing services is also change occurring in their structure, scope as well as growth of their innovativeness. All this affects evaluation of quality of the process of provision thereof. And there is remaining open the dilemma whether dynamic quantitative developments (and we been dealing with such ones in Poland for the recent 20 years) translate into equally quick qualitative development.
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