The changes in the situation on the world energy market have also affected the gas supply business. This led to a re-examination of the marketing concept for natural gas. The impetus to this came from the procurement situation, the rational use of energy, the appearance of new technologies and the need to arrive at a pricing policy in line with the market. All this required a great deal of PR work and more extensive cooperation. Clarification of some points will require a market analysis to show how long-term plans will have to be established. Sales promotion activities for natural gas will have to show that the aim is to use natural gas as a substitute in high-efficiency applications rather than to increase the consumption of energy. The various activities must be closely coordinated.