The Use of Marketing Research in Internal Marketing. The Methods of Measurement of Counterproductive Work Behaviours in an Organization

Dawid Szostek

Abstract


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.

Keywords


marketing research; internal marketing; Counterproductive Work Behaviours (CWB)

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References


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DOI: http://dx.doi.org/10.17951/h.2017.51.2.245
Date of publication: 2017-08-16 10:52:30
Date of submission: 2017-02-01 19:04:12


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