Lecturers as an element of higher education marketing
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2017, Vol 23, Issue 1
Abstract
The goal of this article is to identify the scope and results of already conducted research on the perception of lecturers from the internal and external perspective of Polish universities , as well as to assess the utilization of these resources in light of the marketing knowledge of a service organization. Research methods used for the purpose of this article include: the analysis of Polish and foreign periodicals from the area of university management and marketing, diagnosis of the utilization of lecturers as a special marketing asset of a university and formulating conditions for efficient marketing management of university employees for the purpose of building and strengthening university brand on the Polish and foreign market.
Authors and Affiliations
Mirosława Pluta-Olearnik
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