<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Another conditions for effective strategies include: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy.</p></abstract>

The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Another conditions for effective strategies include: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy.

Creating Marketing Strategies for Higher Education Institutions

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Creating Marketing Strategies for Higher Education Institutions"}

The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of...

Creating Marketing Strategies for Higher Education Institutions

Data publikacji: 30 maj 2017

Zakres stron: 129 - 145

DOI: https://doi.org/10.14611/minib.18.04.2015.13

Słowa kluczowe
marketing strategy for a higher education institution, transactional marketing, relationship marketing, spiritual marketing, typology of marketing strategies

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Creating Marketing Strategies for Higher Education Institutions

Data publikacji: 30 maj 2017

Zakres stron: 129 - 145

DOI: https://doi.org/10.14611/minib.18.04.2015.13

Słowa kluczowemarketing strategy for a higher education institution, transactional marketing, relationship marketing, spiritual marketing, typology of marketing strategies

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Słowa kluczowe
marketing strategy for a higher education institution, transactional marketing, relationship marketing, spiritual marketing, typology of marketing strategies