haku: @author Wills, G. / yhteensä: 39
viite: 9 / 39
| Tekijä: | Wills, G. |
| Otsikko: | Marketing of continuing management development |
| Lehti: | European Journal of Marketing
1991 : VOL. 25:4, p.86-111 |
| Asiasana: | ORGANIZATIONAL DEVELOPMENT MANAGEMENT DEVELOPMENT MARKETING UNIVERSITIES BUSINESS SCHOOLS MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The article describes how one university school of management applied the principles and practices of marketing to its short course activities. Strategy development, the establishment of Management and Organisation Development Research Centre and the introduction of Marketing Services is discussed; course tutors' role is modelled and presented. Marketing services have been developed, personal selling activities have been organized, hypothesized purchase behaviour has been modelled, direct mail promotion and expenditure was planned. Marketing research studies were commissioned and pricing policies were discussed. The application of marketing principles was an outstanding commercial success. |
SCIMA