HETEROGENEITY OF TARGET MARKETS AS RATIONALE FOR CONCENTRATING UNIVERSITY’S MARKETING ACTIVITIES
Journal Title: Scientific Journal of the Military University of Land Forces - Year 2009, Vol 153, Issue 3
Abstract
The article stresses the uniqueness of the marketing management of a university. The title emphasises the recommendation – based among other things on empirical research conducted – for abandoning the practice of treating target addressees of a university’s activity as a homogeneous community and taking account of their actual diversity. The recommendation for redefining target markets in the way that takes account of this diversity has been formulated, which will offer possibilities to concentrate marketing activities on carefully defined addressees with homogeneous expected benefits or other important premises for choosing a university.
Authors and Affiliations
Milleniusz NOWAK
Keywords
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