publication . Article . 2015

Creating marketing strategies for higher education institutions

Lidia Białoń;
Open Access English
  • Published: 01 Dec 2015 Journal: Marketing of Scientific and Research Organisations (issn: 2353-8503, eissn: 2353-8414, Copyright policy)
  • Publisher: The Institute of Aviation
The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Among other conditions for effective strategies there are: aligning goals of the chosen...
free text keywords: marketing, marketing strategy for a higher education institution, minib, relationship marketing, spiritual marketing, transactional marketing, typology of marketing strategies, Social Sciences, H
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