Service marketing management and reputation of service organization: The case of adult education in Croatia (CROSBI ID 660886)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Mihanović, Zoran
engleski
Service marketing management and reputation of service organization: The case of adult education in Croatia
In this paper, author discusses the characteristics of service marketing management in public and/or nonprofit institutions of adult education in Croatia and it relationship with reputation of mentioned institutions. The relationship implied by research objectives will be empirically analyzed on a random sample of Croatian institutions of adult education. In consideration it will be taken changing environment in which multiple constituents acting, under which to focus marketing and managerial efforts which consequently affect the reputation of the institutions mentioned bodies, which is an important factor in the performance of these institutions. However, it is expected that the results of this study imply the existence of a relationship between services marketing management activities in adult education institutions and reputation of mentioned institutions, within the specific context of adult education ‘industry’. Special considerations should therefore be applied to the universal applicability of the obtained results in other fields of education.
adult education, Croatia, service marketing management, stakeholders changing environment, reputation
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Podaci o prilogu
378-382.
2011.
objavljeno
Podaci o matičnoj publikaciji
Proceedings of the 11th International Conference "Service sector in terms of changing environment"
Korunovski, Saso
Ohrid: University St Kliment Ohridski - Faculty of Tourism and Hospitality Ohrid, 2011
978-9989-179-94-5
Podaci o skupu
11th International Conference "Service sector in terms of changing environment
predavanje
27.10.2011-29.10.2011
Ohrid, Sjeverna Makedonija