publication . Article . 2013

OPTIMIZING THE MARKETING MIX - AN ESSENTIAL ELEMENT IN DEVELOPING COMPETITIVE STRATEGIES IN THE FIELD OF HIGHER EDUCATION

Monica Paula Raţiu; Emanuela Maria Avram;
Open Access
  • Published: 01 Jan 2013 Journal: Romanian Economic and Business Review, volume 8, issue 1 March, pages 57-65
Abstract
The reason why marketing strategies were implemented in the field of academic activities, where intangible goods are being provided, was the similarity between these and the field of service provision. Higher education aims at preparing specialists in all fields of activity so as they can successfully meet the increasingly sophisticated labor and thus universities contribute significantly to the achievement of this desideratum and to the enrichment of knowledge in order to ensure social development. In this context, the present study emphasizes the 7 elements of the academic marketing mix by using a series of concrete examples. Given the fact that the main purpo...
Subjects
free text keywords: university, marketing mix, education services, strategy

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