Naslov
Internet marketing approaches in promotion of higher education institutions

Autori
Jadrić, Ivana ; Dlačić, Jasmina ; Ružić, Drago

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
EMAN 2019 – Economics & Management: How to Cope With Disrupted Times

Urednik/ci
Bevanda, Vuk

Izdavač
Udruženje ekonomista i menadžera Balkana (UDEKOM) ; Faculty of Management Koper ; Doba Business School Maribor ; Integrated Business Faculty Skopje ; Fakultet za Menadžment Zaječar

Grad
Beograd

Godina
2019

Raspon stranica
181-192

ISBN
978-86-80194-19-6

ISSN
2683-4510

Ključne riječi
marketing ; Internet marketing ; higher education institutions ; promotion of higher education institutions

Sažetak
Purpose of this paper is to analyze the perceived importance of Internet marketing in the higher education institutions in Croatia, exploring both the private and public sector. Two sectors of higher education institutions are compared with aim to explore their difference in recognizing the importance of Internet presence. Also, aim of this study was to explore undergoing marketing activities in those institutions. An empirical study on a sample of professors in public and private higher education institutions in Croatia has been conducted. The results of the empirical research confirmed that the differences are present between the two different types of higher education institutions in perception of its importance and usage of Internet marketing activities. Furthermore, paper presents the implications for decision-makers in higher education institutions.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA