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Applying Marketing To Higher Education: Scope And Limits

Author

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  • Luminiţa NICOLESCU

    (Academy of Economic Studies, Bucharest)

Abstract

This paper focuses on applying marketing concepts to the higher education sector. It starts by shortly reviewing some of the main marketing concepts and continues with an overview of how such marketing concepts can be relevantly used for the higher education sector. The extent and limits in their application are identified and dicussed and the paper also suggests which of the marketing ideas are already highly used in higher education and which ones still have to be developed.

Suggested Citation

  • Luminiţa NICOLESCU, 2009. "Applying Marketing To Higher Education: Scope And Limits," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    • Handle: RePEc:eph:journl:v:4:y:2009:i:2:n:3
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    Citations

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    Cited by:

    1. Adamska Małgorzata, 2018. "Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital," Marketing of Scientific and Research Organizations, Sciendo, vol. 30(4), pages 35-56, December.
    2. Philippe Batifoulier & Denis Abecassis & Nicolas da Silva & Victor Duchesne & Léonard Moulin, 2016. "L’utilité sociale de la dépense publique," CEPN Working Papers hal-01421197, HAL.
    3. Adriana Roseli Wünsch Takahashi & Sergio Bulgacov & Elder Semprebon & Mônica Maier Giacomini, 2017. "Dynamic capabilities, Marketing Capability and Organizational Performance," Brazilian Business Review, Fucape Business School, vol. 14(5), pages 466-478, September.
    4. Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.
    5. Nguyen-Tan Hung & Kuo-Liang Yen, 2022. "Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment," Sustainability, MDPI, vol. 14(14), pages 1-22, July.
    6. COITA Dorin-Cristian, 2014. "Developing A Seven Metaphors Model Of Marketing For Universities," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 289-295, December.
    7. Subhajit Bhattacharya & Subrata Chattopadhyay, 2019. "Eliminating Thought Boundaries Through Fiction Movies and Books," South Asian Journal of Business and Management Cases, , vol. 8(3), pages 324-334, December.

    More about this item

    Keywords

    marketing; higher education.;

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