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Autor
Platis Magalena (University of Bucharest)
Tytuł
Higher education institutions' behaviours in the context of holistic marketing
Źródło
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
Abstrakt
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 Główna Uniwersytetu Ekonomicznego w Katowicach
Bibliografia
Pokaż
  1. American Marketing Association (2014), The Digital Brochure, https://www.ama. org/events-training/Training/Pages/Digital-Marketing-2014-Chicago.aspx (accessed: 20.01.2017)
  2. EUA Annual Report (2015), http://www.eua.be/activities-services/publications/eua-activity -reports.aspx (accessed: 20.01.2017)
  3. Hazelkom E., Loukkola T., Zhang T. (2014), Ranking in Institutional Strategies and Processes (RISP), http://www.eua.be/Libraries/Publications_homepage_list/EUA RISP_Publication.sflb.ashx (accessed: 10.02.2017).
  4. Kathryn McMann Consultancy (2013), How Does Holistic Marketing Work? http://www.kathrynmcmann.com/what-is-holistic-marketing/how-does-it-worlc/ (accessed: 3.03.2017).
  5. Kotler Ph. (1996), Marketing Management, Teora Publishing House, Bucharest.
  6. Kotler Ph. (2003), Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know, John Willey & Sons, http://www.google.ro/url?sa=t&rct=j&q=&esrc=s&source =web&cd=l&ved=0ahUKEwig-c3r-uDPAhWnLcAKHQ24BICEQFggaMAA&url= http www.mreza-mira.net wp-content uploads Marketing -Insights-from-A-to-Z ,pdf&usg=AF Qj CNGuAQ 1Y cDGn JICPbwanlY sqiq6KVw& bvm=bv,135974163,d.bGg (accessed: 3.03.2017)
  7. Matthews C. (2015), These 5 Trends Will Shape the Global Economy in 2016, http://fortune.com/2015/12/28/global-economy/ (accessed: 10.12.2016)
  8. Stone M., Bond A., Blake E. (2006), The Definitive Guide to Direct and lnteractive Marketing, Ali Publishing House, Bucharest
  9. VanDen Heuvel D. (2014), American Marketing Association, The Digital Brochure, https://www.ama.org/events-training/Training/Pages/Digital-Marlceting-2014- Chicago.aspx (accessed: 3.03.2017)
Cytowane przez
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Język
eng
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