In this paper, the issues concerning the relationship between political marketing and commercial marketing are presented. The main concern of the study is the usage of the commercial economic marketing categories in the political domain. As a result, phenomena coming from the economic field as market; a customer, profit, product brand, or advertising are presented as the elements of the marketing techniques employed in the public game played in the specific market of politics.

In recent years, these is a significant increase in people taking up the profession of real estate agent in Poland due to the deregulatory actions legislator and as a consequence of the abolition of the license required to perform this profession in the past. Despite the increase in quantity, qualitatively Polish market remains, however, largely still behind the markets of the West, especially the United States of America. It should be noted that the development of a professional broker takes place through lifelong learning and gaining experience. As a result, the person becomes more effective in realizing more and more transactions. This efficiency is also reflected in the increase in the profitability of the business. These effects are determined by the relevant marketing of a real estate agency, which must be implemented and coordinated by a professional having dualistic skills – both theoretical and practical, knowledge of marketing tools, as well as in-depth knowledge of the local real estate market. Nowadays, new trends in the approach to marketing are created, there are observable changes in the attitudes of customers and the evolution of the enterprise environment. Without a doubt, the world moves towards individualized marketing which is derived from the concept of precision marketing. The new strategic concept aims at the maximum satisfaction of each customer through the customization of products. Individualized approach is the concept of reaching out to a person as a client and not to the mass of unidentifiable people. The consequence of the new order of relationship is the disappearance of the concept of clear market segmentation. The increasing diversification of demand is a consequence of consumer behavior. The heterogeneity of needs and preferences, as well as high consumer awareness, results in deepening of the individualized approach. Polish real estate market agency should be modeled on these from the USA where computer marketing systems determine high professionalism and effectiveness of real estate agencies. An important element of modernization in this aspect is the approach to innovation. Expenditure on any kind of improvement in the functioning of real estate should not be treated as an expense but as an investment which definitely strengthens the competitive position in the market and brings multiplied benefits in the future.

The present article aims to indicate the most appropriate place of image creation among other vital instruments of modern company management. The majority of management sciences frequently treat the notion of image as a preventative measure in case of problematic situations occurring within the organization. A variety of theories as well as conceptions of management seem to neglect the concept of image underestimating its key function in the process of company management.

In the education industry, it is critical to understand the expectations of students concerning providing the best educational experience. Thus, in higher education institutions (HEI) the adoption of customer-oriented approaches in the management practice is widespread. The customer-oriented approach regarding students as customers has been discussed in academic literature from several perspectives. However, it has been rarely studied from the point of view of comparing public and private universities. The presented study tried to apply a student-customer orientation questionnaire (SCOQ) to investigate differences between student expectations of their educational experience in public vs. private universities. The sample consisted of 238 undergraduate students in Indonesia’s higher education institutions. The study found interesting differences within the student-customer-oriented variables between university types in terms of graduation, curriculum design, communication with service staff, classroom studies, individual studies and course design.