MARKETING AND HIGHER EDUCATION-CONDITION IN SERBIA
DOI:
https://doi.org/10.5937/ekoPolj1704635MKeywords:
marketing, management, higher education institutionAbstract
The inductive research approach is directed to testing of the hypothesis: about implementing marketing management, depending on the confguration properties of a successful education, and expressed with increased customer satisfaction in Serbia. The survey results confrm that the quality of service in higher education institutions in Serbia depends on the confguration properties of a successful education. Finally, it was confrmed that the success of marketing activities directly depends on the degree of customer satisfaction. One of the main specifcities of higher education, even in comparison to other industries and service, is that the service provides a number of years and what is its value after successful completion of use, lifetime. Higher education institutions are in a unique position to build good relations with existing customers directly affected by the increase in the number of users in the future tense.
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References
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3. Barnes, C., (1993). Practical Marketing for Schools, Oxford, Blackwell Publisher. 4. Conway, T., Mackay, S., York, D.,(1994). "Strategic planning in higher education: Who are the Customers?", International Journal of Educational Management, Vol 8 No. 6, pp 29-36 (35).
5. Ellis, P.D., (2005). "Market orientation and marketing practice in a developing economy", European Journal of Marketing, Volume 39, Issue 5/6, pp. 629-645.
6. Foskett, N.H., (1998). "Schools and Marketization – Cultural Challenges and Respons", Educational Management and Administration, Vol. 26, No. 2, rr. 201.
7. Foxhall, G.R., Goldsmith, R.E., (1998). Consumer Pshychology for marketing, Routledge.
8. Gray, L., (1991)., Marketing Education, Open University Press, Milton Keyns, pp 231.
9. Gwin, J.M., (1990). "Constituent Analysis: A Paradigm for Marketing Effectiveness in the Non-Proft Organisations", European Journal of Marketing, Vol. 24, Issue 7.
10. Hayrinen-Alestalo, M., Peltola, U., "The Problem of a Market Oriented University", Higher Education, Vol. 52, No. 2 (Sep. 2006), pp. 251-281.
11. Hemsley-Brown, J., Oplatka, I., (2010). "Market orientation in uneiversities: A comparative study of two national higher education systems", International Journal of Educational Management, Vol. 24, Iss: 3, pp. 204-220.
12. Ivanchevich, J.M., Lorenzi, P., Skinner, S.J., Crosby, P.B., (1994). Management – Quality and Competitiveness, Irwin.
13. Kasper, H., (2002). "Culture and leadership in market oriented service organizations", European Journal of Marketing, Vol. 36 No. 9/10, pp 1047-1057.
14. Kohli, A.K., Jaworski, B.J., (1990). "Market Orientation: The construct, research proposition, and managerial implications", Journal of Marketing, Vol. 54, No. 2, (Apr 1990), pp 1-18.
15. Kotler, P., Keller, K. L.: Marketing management, Pearson Education, Inc., Upper Sadlle River, New Jersey
16. Kotler, P., (1979). "Strategies for Introducing Marketing into Nonproft Organizations", The Journal of Marketing, Vol. 43, No. 1 (Jan., 1979), pp. 37-44.
17. Kotler, Ph., Armstrong, G., (1999). Principles of Marketing, Eight Edition, Prentice Hall International Inc., A Simon & Schuster Company.
18. Kotler, Ph., Fox, K.F.A., (1985). Strategic Marketing for Educational Institutions, Prentice Hall Inc., New Jersey.
19. Kotler, Ph., Fox, K.F.A., (1995). Strategic Marketing for educational institutions, Englewood Cliffs, Prentice Hall.
20. Kotler, Ph., Upravljanje marketingom – analiza, planiranje, primena i kontrola, deveto izdanje, MАTE, Zagreb.
21. Lovelock, C.H., (1996). Services Marketing, 3rd Edition, Prentice Hall College Div.
22. Mason, K.J., Harris, L.C., (2006). "Market orientation emphases: an exploration of macro, meso and micro drivers", Marketing Intelligence and Planning, Vol 24 No. 6, pp. 552-571.
23. McCarthy, E.J., Perreault, W.D. Jr., (1993). Basic Marketing: A Global-Managerial Approach, Eleventh Edition, Irwin, pp 8.
24. Miller, T.R., Munoz-Erickson, T., Redman, C., (2011). "Transforming knowledge for sustainability: towards adaptive academic institutions", International Journal of Sustainability in Higher Education, Volume 12, Issue 2, pp 178.
25. Mullins, J.W., (2004). Marketing management, Irwin.
26. Paulsen, M.B., (1990). "College Choice: Understanding student enrolment behaviour", Higher Education Report, No. 6., The George Washington University, pp 55.
27. Peter, J.P., Donnelly, J.H., (1991). Marketing management: Knowledge and Skills, Third Edition, Irwin.
28. Pride, W.M., Ferrel, O.C., (1991). Marketing: Concepts and Strategies, Seventh edition, Houghton Mifflin Company, Boston.
29. Rindfleisch, J.M., (2003), "Segment Profling: reducing strategic risk in higher education managements", Journal of Higher Education Policy and Management, 25(2), pp 148.
30. Stevovic, S., Miloradovic, M., Stevovic, I., (2014-a). Management of Environmental Quality and Kostolac Mine Areas Natural Resources Usage, Management of Environmental Quality: An International Journal, Vol 25-3, pp 473 - 488, www.emeraldinsight.com
31. Stevovic, S., Milosevic, H., Stevovic, I., Hadrovic, S., (2014-b). Sustainable management of water resources in Prokletije region, Industry, vol. 42, no. 1, pp 131 - 146, www.ecinst.org.rs/industrija
32. Trustrum, L.B., (1989). "Marketing: Concept and Function", European Journal of Marketing, Vol. 23, Iss:3, pp 48.
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Published
2018-05-09
How to Cite
Marković, S., Vujović, S., & Damnjanović, A. (2018). MARKETING AND HIGHER EDUCATION-CONDITION IN SERBIA. Ekonomika Poljoprivrede, 64(4), 1635–1649. https://doi.org/10.5937/ekoPolj1704635M
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