Działania marketingowe ukierunkowane na absolwentów uczelni wyższych w Polsce – diagnoza głównych problemów
Marketing Activities Aimed at Alumni of High Education Institutions in Poland - the Diagnosis of Main Problems

Summary/Abstract: The paper is aimed at indication of main areas that are inefficient when management of relations with alumni within Polish HEI is discussed. It may be observed that potential of the group is not used effectively in Poland. Organisations that gather alumni cannot create communications and offers that are adequate to expectations of their different target groups. They also rarely reach students who are extremely important as future graduates. The paper indicates different ways that the problem may be solved and includes some recommendations basing on the literature review and research conducted.

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