University Marketing: A Professional Service Organization Perspective

Autor:	Jane Licata Ma, Gary L. Frankwick
Rok vydání:	1996
Předmět:	Marketing Return on marketing investment Marketing management Digital marketing business.industry Marketing effectiveness Marketing research business Marketing mix Marketing strategy Marketing science Education
Zdroj:	Journal of Marketing for Higher Education. 7:1-16
ISSN:	1540-7144 0884-1241
DOI:	10.1300/j050v07n02_01
Popis:	The structure of a university marketing organization is examined in light of its market environment and marketing strategy. Research from marketing strategy and professional service organization literature provide a framework to examine how the university's marketing environment affects the marketing strategy and resulting marketing structure of the university. Our research suggests that (1) environments that do not have unique market segments result in circular, multi-layered, marketing organization structures; (2) the amount of autonomy afforded a marketing layer relates directly to the resources it controls; (3) the amount of communication and cooperation among layers is inversely related to the resources it controls; (4) the number of autonomous layers in the marketing organization is directly related to the amount of duplication of marketing effort in the organization; and (5) autonomous, multi-layered marketing organizations are less effective communicating with customers than are tradition...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::a34b151d7e7b53e44d6e17672f8f86ff https://doi.org/10.1300/j050v07n02_01 Zobrazit plný text záznamu