THE USE OF MARKETING COMMUNICATION IN PUBLIC UNIVERSITIES. THEORETICAL IMPLICATIONS
THE USE OF MARKETING COMMUNICATION IN PUBLIC UNIVERSITIES. THEORETICAL IMPLICATIONS

Summary/Abstract: Marketing communication in public universities is not a common topic in Romanian literature. If solid theoretical perspectives have been formulated on the marketing communication in private companies, the public sector has not received the same attention from the theorists. Thus, this paper aims at clarifying some of the concepts of marketing communication in public universities and setting the theoretical background for future research. The findings indicate that public organizations, and more precisely universities, apply their own marketing techniques, but are making efforts to align to the marketing strategies used in private companies.

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