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Strategic marketing of educational institutions

Huang, Hsun (Tony), Binney, Wayne and Hede, Anne-Marie 2010, Strategic marketing of educational institutions, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, ANZMAC, Christchurch, New Zealand, pp. 1-9.

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Title Strategic marketing of educational institutions
Author(s) Huang, Hsun (Tony)
Binney, Wayne
Hede, Anne-Marie
Conference name Australian and New Zealand Marketing Academy. Conference (2010 : Christchurch, New Zealand)
Conference location Christchurch, New Zealand
Conference dates 29 Nov. - 1 Dec. 2010
Title of proceedings ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference
Editor(s) [Unknown]
Publication date 2010
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Total pages 9
Publisher ANZMAC
Place of publication Christchurch, New Zealand
Keyword(s) marketing higher education
marketing strategy
qualitative research
competitive strategy
Summary Strategy development in higher education (HE) institutions has not been investigated a great extent. To address this issue, this study reports on the first stage of a larger investigation of strategy development in HE. The theoretical background draws on two theories of strategy and competitive advantage, namely, industrial organisation (IO) and resource-based view (RBV). These are used to guide 32 in-depth interviews that explore the elements of external industry structure, internal resources and capabilities, and institutional performance with senior HE decision-makers. Factors of competitive advantage and the indicators of institutional performance identified in the study verify and further develop the limited understanding relating to strategic marketing of educational institutions.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9780473178208
Language eng
Field of Research 150505 Marketing Research Methodology
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2010, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30040109

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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