Abstract
Having established that both services and product marketing
strategies can be applied simultaneously, a study of the perceptions of
employers and students is reported on. Thus the degree to which both
sets of customers′ needs may be satisfied simultaneously is considered.
A sample of business studies students, lecturers and employers took part
in the research, which indicated perceptual incongruence in terms of
student and employer perceived needs for higher education. Although the
research was of an exploratory nature, it indicates that institutions
are likely to have a problem in applying the marketing concept to their
corporate strategies.
Subject
Management, Monitoring, Policy and Law,Political Science and International Relations,Public Administration,Geography, Planning and Development
Cited by
13 articles.
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