The aim of the article is an identification of key sources of an innovative character and their conditioning in contemporary Polish economy. In the discussion, it is stated that consumers - the smallest, but the most numerous economic unit - through their expectations of the way / form of...

Intensification of globalization processes in the contemporary world entails conse-quences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global envi-ronment. Expansion into foreign markets presents...