DISTRIBUTION AS A BARRIER TO APPLICATION OF MARKETING IN THE CENTRALLY PLANNED-ECONOMY (CASE-STUDY OF POLAND)

Characteristic features of distribution in Poland are: (1) wide scope of administrative distribution; (2) high degree of concentration and centralization of distribution; and (3) low adaptability and elasticity. In the centrally planned economy, there is a natural tendency to rule through distribution, and hence it may be said that distribution strengthens the system of management based on commands and central allocation of industrial supplies. Channels of distribution and ways of selling do not constitute elements of the marketing mix. Within the economic reform, efforts have been made to introduce market regulation into the distribution sphere.