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Il marketing relazionale e la comunicazione per la qualit? e la visibilit? dell'universit?

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  • Alessandra Mazzei

Abstract

Il marketing relazionale e la comunicazione per la qualit? e la visibilit? dell?universit? (di Alessandra Mazzei) - ABSTRACT: Le universit? sono stimolate nell?attuale contesto ad adottare nuovi modelli organizzativi per soddisfare al meglio le attese degli interlocutori interni ed esterni e per ottimizzare l?impiego delle risorse disponibili. In coerenza con l?evoluzione organizzativa le universit? sono spinte a impiegare le logiche e gli strumenti del marketing e della comunicazione. Il marketing relazionale appare l?approccio pi? consono alla natura delle universit? poich? ? incentrato sullo sviluppo di relazioni stabili e di lungo periodo con i clienti, improntate alla partnership e all?interattivit?. Al marketing relazionale applicato all?universit? sono connesse tre finalit? di comunicazione: per migliorare la qualit? dei servizi, per sviluppare la visibilit? dell?universit? e per attrarre risorse. Ciascuna di queste finalit? si avvale si rivolge a specifici interlocutori e si avvale di strumenti

Suggested Citation

  • Alessandra Mazzei, 2000. "Il marketing relazionale e la comunicazione per la qualit? e la visibilit? dell'universit?," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2000(3).
    • Handle: RePEc:fan:ededed:v:html10.3280/ed2000-003007
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    Cited by:

    1. Angela Besana & Annamaria Esposito, 2017. "Tourism curricula, entrepreneurial engagement and stakeholders’ satisfaction: economics and relationship marketing of universities," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 7(3), pages 375-388, December.

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