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Platis Magalena (University of Bucharest)
Higher education institutions' behaviours in the context of holistic marketing
Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach. Challenges for marketing in 21st century, 2017, s. 11-22, tab. ,rys., bibliogr.9 poz.
Słowa kluczowe
Szkolnictwo wyższe, Marketing, Marketing holistyczny
Higher education, Marketing, Holistic marketing
Higher education institutions face many challenges in the contemporary macroeconomic influences, coming from political, economic, social, environ- mental, technological, cultural and legislative point of view. Competition among national and international higher education institutions becomes more and more visible and contributes to a new type of strategies and management decisions, more flexible and adaptive. Holistic marketing reflects different institutional behaviours in terms of intemal marketing, relationship marketing, performance marketing and integrated marketing. This paper reflects the importance of new types of behaviours and strategies for higher education institutions. The main objectives of the paper are: to reveal the holistic marketing components in the higher education institutions' area; to describe the contemporary behaviours of the institutions and to identify concrete actions for higher education institutions towards sustainable development.(fragment of text)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Szkoły Głównej Handlowej w Warszawie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
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