1. bookVolume 18 (2015): Issue 4 (December 2015)
Journal Details
License
Format
Journal
eISSN
2353-8414
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English
access type Open Access

The Internationalisation of Marketing in the Education and Research Sector

Published Online: 30 May 2017
Page range: 77 - 95
Journal Details
License
Format
Journal
eISSN
2353-8414
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English
Summary

A growing number of entities operating in the Polish sector of higher education and science and research aspire to have an active presence in foreign markets and even in the global market. This presence must be accompanied by thoughtful marketing strategies using effective marketing tools. The aim of the article is to indicate the possibility of using the knowledge of international marketing to increase the efficiency of the entities of the Polish sector of education and research. Particular attention was paid to the intercultural nature of the international marketing, especially in relation to the system to communicate with foreign customers in the Internet space. The article uses the following sources of information: official statistics, research reports, professional periodicals, case studies.

Keywords

1. Cateora P.R. i Graham J.L. (2007). International Marketing. New York: McGraw Hill-IrwinSearch in Google Scholar

2. Duliniec E. (ed.) (2007). Marketing międzynarodowy. Uwarunkowania, instrumenty, tendencje. Warszawa: Oficyna Wydawnicza SGH.Search in Google Scholar

3. Frankowski P. (2010). Firmowa strona WWW. Idee, strategia, realizacja. Gliwice: Helion.Search in Google Scholar

4. Mały rocznik statystyczny Polski (2015). Warszawa: GUS.Search in Google Scholar

5. Pilarczyk B., Mruk H. (ed.) (2006). Kompendium wiedzy o marketingu. Warszawa: Wydawnictwo Naukowe PWN.Search in Google Scholar

6. Pilarczyk B., Waśkowski Z. (ed.) (2010). Komunikacja rynkowa. Ewolucja, wyzwania, szans. Poznań: Wydawnictwo Uniwersytetu Ekonomicznego.Search in Google Scholar

7. Pluta-Olearnik M., Dymyt M. (2012). Kreowanie międzynarodowego wizerunku szkoły wyższej. In: Nowaczyk G., Sobolewski D. (ed.). Marketing w szkole wyższej. Istota i znaczenie marki. Poznań: Wyd. WSB.Search in Google Scholar

8. Pluta-Olearnik M. (2012). Orientacja międzynarodowa w strategii instytucji naukowo-badawczych. Warszawa: Prace Instytutu Lotnictwa No. 4.Search in Google Scholar

9. Porcu Porcu L., del Barrio-Garcia S., Kitchen Ph. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. W: Comunicacion Y Sociedad. Vol. XXV, 1.Search in Google Scholar

10. Szkoły wyższe i ich finanse w 2014 (2015). Warszawa: GUS.Search in Google Scholar

11. Stryczyński J., Żukowska J. (2014). Bariery językowe w e-handlu światowym. Poland go Global Magazine, 2(4).Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo