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An overview of the concept of marketing orientation in the higher education sector

dc.contributor.authorGalán Muros, Victoria Eugenia
dc.contributor.authorDel Barrio-García, Salvador
dc.contributor.authorLuque-Martínez, Teodoro
dc.contributor.editorDomański, Tomasz
dc.date.accessioned2021-08-25T10:16:12Z
dc.date.available2021-08-25T10:16:12Z
dc.date.issued2011
dc.identifier.citationGalán-Muros V., Del Barrio-García S., Luque-Martínez T., An overview of the concept of marketing orientation in the higher education sector, [w:] Marketing akademicki. Rola uniwersytetów w promocji miast i regionów, Domański T. (red.), Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2011, s. 111-129, DOI: 10.18778/7525-501-0.07pl_PL
dc.identifier.isbn978–83–7525–501–0
dc.identifier.urihttp://hdl.handle.net/11089/38834
dc.description.abstractThis chapter is focused on the concept of marketing orientation in universities through a literature review of the most relevant theoretical contributions, highlighting its definition, approaches and requisites. Marketing oriented universities are explored from both the demand side, presenting the debates on who the customers are, which are their real expectations and demands and how to identify them; and also from the supply side, presenting the main problems and the strategies to increase the value offered. Finally the chapter explains the main consequences that the successful application of marketing can provoke in stakeholders’ responses in terms of reputation, value or satisfaction, among other indicators. Consequences for the local and regional environments are also described regarding human capital, knowledge transfers, community services, etc.pl_PL
dc.description.sponsorshipUdostępnienie publikacji Wydawnictwa Uniwersytetu Łódzkiego finansowane w ramach projektu „Doskonałość naukowa kluczem do doskonałości kształcenia”. Projekt realizowany jest ze środków Europejskiego Funduszu Społecznego w ramach Programu Operacyjnego Wiedza Edukacja Rozwój; nr umowy: POWER.03.05.00-00-Z092/17-00.pl_PL
dc.language.isoenpl_PL
dc.publisherWydawnictwo Uniwersytetu Łódzkiegopl_PL
dc.relation.ispartofDomański T. (red.), Marketing akademicki. Rola uniwersytetów w promocji miast i regionów, Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2011;
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Międzynarodowe*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjecthigher education institutionspl_PL
dc.subjectmarketing orientationpl_PL
dc.subjectsocial contributionspl_PL
dc.titleAn overview of the concept of marketing orientation in the higher education sectorpl_PL
dc.typeBook chapterpl_PL
dc.rights.holder© Copyright by Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2011pl_PL
dc.page.number111-129pl_PL
dc.contributor.authorAffiliationUniversity of Granada, Spainpl_PL
dc.contributor.authorAffiliationUniversity of Granada, Spainpl_PL
dc.contributor.authorAffiliationUniversity of Granada, Spainpl_PL
dc.identifier.eisbn978-83-7969-039-8
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dc.identifier.doi10.18778/7525-501-0.07
dc.disciplinenauki o zarządzaniu i jakościpl_PL


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