Theoretical aspect of univerzity marketing

@inproceedings{21484,
   author = {Slabá, Marie},
   address = {Zlín},
   booktitle = {Drive your knowledge be a scientist, 9th International Bata Conference : sborník příspěvků},
   edition = {1. vyd.},
   keywords = {Marketing; university; marketing mix; marketing mix tools},
   howpublished = {paměťový nosič},
   language = {eng},
   location = {Zlín},
   isbn = {978-80-7454-248-0},
   pages = {nestránkováno},
   publisher = {Univerzita Tomáše Bati ve Zlíně},
   title = {Theoretical aspect of univerzity marketing},
   year = {2013}
}

TY  - JOUR
ID  - 21484
AU  - Slabá, Marie
PY  - 2013
TI  - Theoretical aspect of univerzity marketing
PB  - Univerzita Tomáše Bati ve Zlíně
CY  - Zlín
SN  - 9788074542480
KW  - Marketing
KW  - university
KW  - marketing mix
KW  - marketing mix tools
N2  - The aim of this paper is to summarize theoretical aspects of university marketing and possibilities of marketing application in tertiary education. This article focuses on the detection of specifics and key differences of university marketing in comparison with marketing tools that are generally used in practice. On the bases of literature search basic definition of marketing mix tolls (that are accessible neither in the Czech nor in the foreign scientific literature) were determined. At the final part author analysis results of marketing research concerning university marketing mix.
ER  - 

SLABÁ, Marie. Theoretical aspect of univerzity marketing. In \textit{Drive your knowledge be a scientist, 9th International Bata Conference : sborník příspěvků}. 1. vyd. Zlín: Univerzita Tomáše Bati ve Zlíně. s.~nestránkováno, 7 s. ISBN~978-80-7454-248-0. 2013.