文章基本信息

标题：MARKETING APPROACH IN THE MANAGEMENT OF HIGHER EDUCATION INSTITUTIONS
本地全文：下载
作者：Mihaela DIACONU ; Mihaela DIACONU ; Amalia PANDELICĂ 等
期刊名称：Buletin ştiinţific: Universitatea din Piteşti. Seria Ştiinţe Economice
印刷版ISSN：1583-1809
电子版ISSN：2344-4908
出版年度：2011
卷号：10
期号：2
页码：98-107
语种：English
出版社：Publishing house of University of Pitesti, Romania
摘要：The purpose of this paper is to present relevant aspects of the marketing approach of the universities’ activities in the current market conditions of higher education institutions.Universities are placed in the position to find solutions to the problems of stakeholder characteristics and to the competition on the educational market.Marketing approach of educational services involves the orientation to internal and external customer needs,adapting the educational and scientific research approach to create a brand image of the institution as a guarantee of its sustainability in a competitive market.The conclusion that emerges is that there is a rich specialized literature appeared especially after the ‘80s that presents the marketing tools that allow the construction of viable competitive strategies as components of university management performance.
关键词：university marketing;relational marketing;stakeholders;brand image