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Measurement of the direction and intensity of the marketing attitude of employees – a compromise between marketing theory and practice

Author

Listed:
  • Iwona Escher

    (Wydzial Nauk Ekonomicznych i Zarzadzania UMK)

Abstract

The subject of this paper refers to the questions of the measurement of various dimensions of attitudes (especially theirs direction and intensity) and differences which in that matter exist in the area of theory and practice. The main purpose of the article is to give proposals of methods and scales which can be used to measure the direction and intensity of the marketing attitude of employee, and which join expectations of marketing theorists and marketing researchers.

Suggested Citation

  • Iwona Escher, 2010. "Measurement of the direction and intensity of the marketing attitude of employees – a compromise between marketing theory and practice," Acta Universitatis Nicolai Copernici, Ekonomia, Uniwersytet Mikolaja Kopernika, vol. 41, pages 159-174.
    • Handle: RePEc:cpn:umkanc:2010:p:159-174
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