This file is part of IDEAS, which uses RePEc data


[ Papers | Articles | Software | Books | Chapters | Authors | Institutions | JEL Classification | NEP reports | Search | New papers by email | Author registration | Rankings | Volunteers | FAQ | Blog | Help! ]

Emergência do marketing nas instituições de ensino superior: Um estudo exploratório

Author info | Abstract | Publisher info | Download info | Related research | Statistics
Author Info
Getulio Nunes (Universidade do Sul de Santa Catarina)
Edgar Lanzer (Universidade do Sul de Santa Catarina)
Fernando A. Ribeiro Serra () (UNISUL Business School)
Manuel Portugal Ferreira () (Instituto Politécnico de Leiria)

Additional information is available for the following registered author(s):

Abstract

Este trabalho apresenta um estudo exploratório sobre o marketing nas universidades privadas e comunitárias brasileiras. Analisa o cenário competitivo do ensino superior brasileiro, para demonstrar que a utilização de estratégias de marketing é um fator crítico de sucesso para essas organizações. As barreiras contra o marketing nas universidades necessitam cair para fazer face a rápida mudança no ambiente competitivo, como a queda da demanda associada à multiplicação de novos concorrentes. Neste trabalho discutimos o cenário atual enolvendo as IES e estipulando como as estratégias de marketing poderão ser utilizadas. É feita uma revisão teórica sobre o marketing sempre em paralelo com a análise e contextualização para organizações universitárias.

Download Info
To download:

If you experience problems downloading a file, check if you have the proper application to view it first. Information about this may be contained in the File-Format links below. In case of further problems read the IDEAS help file. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://www.globadvantage.ipleiria.pt/wp-content/uploads/2008/05/working_paper-17_globadvantage.pdf
File Format: application/pdf
File Function:
Download Restriction: no

Publisher Info
Paper provided by globAvantage, Polytechnic Institute of Leiria in its series Working Papers with number 17.

Download reference. The following formats are available: HTML, plain text, BibTeX, RIS (EndNote), ReDIF
Length:
Date of creation: 12 May 2008
Date of revision:
Handle: RePEc:pil:wpaper:17

Contact details of provider:
Web page: http://www.globadvantage.ipleiria.pt
More information through EDIRC

For technical questions regarding this item, or to correct its listing, contact: (Manuel Portugal).

Related research
Keywords: Marketing de relacionamento Marketing em instituições de ensino superior Estratégia.

Find related papers by JEL classification:
M0 - Business Administration and Business Economics; Marketing; Accounting - - General
M1 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration

This paper has been announced in the following NEP Reports:

Statistics
Access and download statistics

Did you know? Cannot find something on IDEAS? Encourage the publisher to index it! Instructions.

This page was last updated on 2008-11-5.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.