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Developing A Seven Metaphors Model Of Marketing For Universities


  • COITA Dorin-Cristian

    () (Universitatea din Oradea, Facultatea de Stiinte Economice)


The concept of marketing applied in education offers a lot of possibilities of social innovation. It is a tool helping educational organization to acquire resources and to provide value. In this article presented a model of seven metaphors to be used by a universities in order to acquire resources and to provide value to its stakeholders and applied it in the case of a Romanian university called The University. The aim of the paper is to identify sources of social innovations by using this model in the field of educational marketing.

Suggested Citation

  • 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.
  • Handle: RePEc:ora:journl:v:2:y:2014:i:2:p:289-295

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    References listed on IDEAS

    1. POPESCU Alina Irina, 2012. "Essentials of University Strategy Development in the Field of Lifelong Learning," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 01, March.
    2. Mihaela DIACONU & Amalia PANDELICÃ, 2011. "Marketing Approach in the Management of Higher Education Institutions," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 10(2), pages 98-107.
    3. Luminiţa NICOLESCU, 2009. "Applying Marketing To Higher Education: Scope And Limits," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    4. Munteanu, Corneliu, 2010. "Positioning Educational Programs with Nonmetric Data; Perceptual versus Preference Maps," Apas Papers 101, Academic Public Administration Studies Archive - APAS.
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    More about this item


    educational marketing; Romanian higher education; marketing metaphors; seven metaphors model; social innovation;

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other


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