Strategiczny marketing jako narzędzie budowania wizerunku uczelni wyższych w Szczecinie
Marketing as a tool for bulding the image of university of higher in Szczecin
Author(s): Edyta Mioduchowska-Jaroszewicz, Katarzyna Hawran, Joanna KowalikSubject(s): Economy, Business Economy / Management
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing; management; higher education
Summary/Abstract: The aim of the article was to show the essence of the management of universities in Western Pomerania by marketing, which clearly defines the activities and rules of conduct, which the company must meet in order to effectively carry out its activities and achieve the maximizationof profit. A literature review and case study proved that marketing is a tool for building the image of universities in Szczecin.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2018
- Issue No: 53/3
- Page Range: 89-99
- Page Count: 11
- Language: Polish