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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

Mihanović, Zoran Service marketing management and reputation of service organization: The case of adult education in Croatia // Proceedings of the 11th International Conference "Service sector in terms of changing environment" / Korunovski, Saso (ur.). Ohrid: University St Kliment Ohridski - Faculty of Tourism and Hospitality Ohrid, 2011, 2011. str. 378-382

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

Povezanost rada

Ekonomija