This work aims at describing the possibilities of using modern marketing technique by Polish companies providing communal services. The evolution of the environment faced by those institutions is forcing them to take adequate and active measures to counter any negative influence coming form the market. The new market entourage requires a new approach form those companies - one that takes into account the ever growing role of their shareholders as well as their stakeholders, who are amassing influence at an prodigious rate. Communal companies must be prepared to change their communication methods and schemes to reflect a new, changed environment, concentrated on their relationship with both clients as well as stakeholders. Changes are needed to support their market situation and respond to threats. This lecture tries to define the various technical and adaptive challenges linked to communal services and goods, both in terms of definitions but also in the form of unique characteristics describing them. One must remember that a product can shape the possibilities of using marketing techniques by a company, to a much greater extent than his direct and indirect competitors. All those requirements toward specific marketing methods must be taken into account when one is trying to implement them. The work uses the example of SPEC S.A., a Warsaw-based, wholly communally-owned, service company providing heat to inhabitants of the Polish capital as well as corporations operating in the area. The lecture provides also a strong theoretical background toward the term used in communal marketing as well as the main operational technique, needed to provide a successful implementation in a competitive environment. However one must always concentrate his work on a defined fragment of reality to describe it well and in-depth. In this case the major foothold is given to corporate identity creation and implementation in communal companies. The lecture provides both a theoretical as well as practical approach toward the creation of a good corporate identity (CI) by those companies. One must take into consideration that CI is composed of different layers, both internal and external, and thus the cooperation of the employees is needed to achieve a good level of success. A successful communication strategy with a company’s surroundings requires a certain level of employees identification with the goals and methods employed by any corporation. In that regard the lecture explores the different aspect of effectiveness in business communication on a communal level both theoretical and practical in polish environment.