"Zeszyty Naukowe - Politechnika Śląska, Organizacja i Zarządzanie" (Z. 112 (2017), s. 431-441)
Presented reflections are intended to clarify the essence of coaching, which is not always properly expounded. The article shows some problems of description coaching in terms of effectiveness, performance and human potential maximizing. Characteristics valuable in marketing point of view may imply reductionism and instrumentalising of coachee. The importance of non-directivity and self-reflexivity has been emphasized as an essential condition in coaching process.