PL EN


2017 | 51 | 2 |
Article title

Zastosowanie badań marketingowych w marketingu wewnętrznym. Metody pomiaru kontrproduktywnych zachowań pracowników w organizacji

Authors
Content
Title variants
Languages of publication
EN
Abstracts
EN
The article describes the use of marketing research in relation to the internal market of an organization, particularly in the context of identifying and measuring the prevalence of Counterproductive Work Behaviours (CWB), e.g. mobbing, theft or destruction of company’s property, verbal and non-verbal violence against employees. The article consists of three main parts: 1. Internal marketing vs. external marketing, 2. Marketing research in internal marketing and 3. CWB and measurement of the same.
PL
W artykule opisano kwestię wykorzystywania badań marketingowych w odniesieniu do wewnętrznego rynku organizacji, szczególnie w kontekście identyfiacji oraz pomiaru skali występowania zachowań kontrproduktywnych (np. mobbing, kradzieże czy niszczenie własności fimowej, przemoc werbalna i niewerbalna wobec współpracowników). Artykuł składa się z trzech zasadniczych części: 1. Marketing wewnętrzny a marketing zewnętrzny, 2. Badania marketingowe w marketingu wewnętrznym oraz 3. Zachowania kontrproduktywne i ich pomiar.
Year
Volume
51
Issue
2
Physical description
Dates
published
2017
online
2017-08-16
Contributors
author
References
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.ojs-doi-10_17951_h_2017_51_2_245
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