The Integrated Complex of Marketing of Higher Education Services
The article, on the basis of generalization of scientific views of foreign and domestic scientists, substantiates the integrated model of marketing of higher education products and services with consideration of their specificities. The obtained result is the «5Р + S» model, which includes the newly...
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| Format: | Article |
| Language: | English |
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Research Centre of Industrial Problems of Development of NAS of Ukraine
2017-10-01
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| Series: | Bìznes Inform |
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| Online Access: | http://www.business-inform.net/export_pdf/business-inform-2017-10_0-pages-159_165.pdf |
| _version_ | 1811279339386306560 |
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| author | Zhehus Olena V. |
| author_facet | Zhehus Olena V. |
| author_sort | Zhehus Olena V. |
| collection | DOAJ |
| description | The article, on the basis of generalization of scientific views of foreign and domestic scientists, substantiates the integrated model of marketing of higher education products and services with consideration of their specificities. The obtained result is the «5Р + S» model, which includes the newly introduced poli-element «proposition», combining the interrelated and indivisible elements of «product», «people» and «process», as well as the traditional elements of the service marketing complex: «price», «place», «promotion», «physical evidence». The «social-marketing» element has been added to the integrated model on the basis of the high societal importance of educational services. Altogether, the proposed integrated model of the complex of marketing of higher education products and services is a symbiosis of commercial and non-commercial marketing, which will enhance social and economic efficiency of functioning of higher educational institution. |
| first_indexed | 2024-04-13T00:52:52Z |
| format | Article |
| id | doaj.art-104a40b275944e419d2aef1b66565e05 |
| institution | Directory Open Access Journal |
| issn | 2222-4459 2311-116X |
| language | English |
| last_indexed | 2024-04-13T00:52:52Z |
| publishDate | 2017-10-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-104a40b275944e419d2aef1b66565e052022-12-22T03:09:50ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2017-10-0110477159165The Integrated Complex of Marketing of Higher Education ServicesZhehus Olena V.0Candidate of Sciences (Economics), Associate Professor, Candidate on Doctor Degree, Department of Marketing and Commercial Activities, Kharkiv State University of Food Technology and TradeThe article, on the basis of generalization of scientific views of foreign and domestic scientists, substantiates the integrated model of marketing of higher education products and services with consideration of their specificities. The obtained result is the «5Р + S» model, which includes the newly introduced poli-element «proposition», combining the interrelated and indivisible elements of «product», «people» and «process», as well as the traditional elements of the service marketing complex: «price», «place», «promotion», «physical evidence». The «social-marketing» element has been added to the integrated model on the basis of the high societal importance of educational services. Altogether, the proposed integrated model of the complex of marketing of higher education products and services is a symbiosis of commercial and non-commercial marketing, which will enhance social and economic efficiency of functioning of higher educational institution.http://www.business-inform.net/export_pdf/business-inform-2017-10_0-pages-159_165.pdfhigher educational institutionmarket for higher education products and servicesmarketingcomplex of marketing products and services of higher educationsocial marketing |
| spellingShingle | Zhehus Olena V. The Integrated Complex of Marketing of Higher Education Services Bìznes Inform higher educational institution market for higher education products and services marketing complex of marketing products and services of higher education social marketing |
| title | The Integrated Complex of Marketing of Higher Education Services |
| title_full | The Integrated Complex of Marketing of Higher Education Services |
| title_fullStr | The Integrated Complex of Marketing of Higher Education Services |
| title_full_unstemmed | The Integrated Complex of Marketing of Higher Education Services |
| title_short | The Integrated Complex of Marketing of Higher Education Services |
| title_sort | integrated complex of marketing of higher education services |
| topic | higher educational institution market for higher education products and services marketing complex of marketing products and services of higher education social marketing |
| url | http://www.business-inform.net/export_pdf/business-inform-2017-10_0-pages-159_165.pdf |
| work_keys_str_mv | AT zhehusolenav theintegratedcomplexofmarketingofhighereducationservices AT zhehusolenav integratedcomplexofmarketingofhighereducationservices |