Wyróżniki marketingowego lub rynkowego zorientowania w przedsiębiorstwach prowadzących działalność usługową na terenie Polski
Some symptoms of marketing or market orientation in the service companies operating in Poland

Summary/Abstract: In the first part of this article the author attempts to define the difference between marketing and market orientation and to describe its main symptoms in organizations. These findings are a starting point to try to, in the second part of the article, identify some important symptoms of marketing or market orientation in the 179 service companies operating in Poland. Enterprises selected for analysis are part of the sample of the 350 firms chosen for the research project carried out in 2010 by employees of the Department of Marketing and Commerce at Faculty of Economics and Management at Nicolaus Copernicus University in Toruń, Poland. Together with the presentation of the obtained results, the author describes the main difficulties and interpretative pitfalls that can meet every researcher who is trying to measure and determine the type of orientation in organizations that are the object of his interest.

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