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Applying Marketing To Higher Education: Scope And Limits


  • Luminiţa NICOLESCU

    (Academy of Economic Studies, Bucharest)


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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    References listed on IDEAS

    1. Pierre Dupriez, 2007. "About Culture and Value. Research Orientations in Cross-Cultural Management," Management & Marketing, Economic Publishing House, vol. 2(2), Summer.
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    Cited by:

    1. Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.
    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. 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.
    4. C. Neelaveni & S. Manimaran, 2016. "Structural equation modeling for analysing the impact of quality of administrative practices in higher educational institutions," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(4), pages 1663-1674, July.

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    marketing; higher education.;


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