Orientacja marketingowa jako kierunek wsparcia konkurencyjności mikroprzedsiębiorstwa
Marketing Orientation as Direction of Competitiveness Support in Microenterprise

Summary/Abstract: Management processes in microenterprises need a lot of information about the market, clients, competitors and other elements of environment. The results of marketing activities and researches support decisions of owners in many areas and processes as supply, production and distribution area. The aim of this article is to present a model of marketing orientation in case of a microenterprise. There are shown the main problems of marketing activities in a modern microenterprise in the theoretical view and real opinion of managers, based on own researches. The role of marketing orientation in an enterprise was the main goal of the own researches in 40 enterprises in Mazovian voivodship. In the article there are presented some conclusions from researches and opinion of managers about using marketing.

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