| Автор | Qureshi, Salim |
| Дата выпуска | 1993 |
| dc.description | The article is an empirical presentation of a study about the changes in marketing orientation and the simultaneous changes in the organizational resources of the public sector institu- tions. The present report is the part of a major project undertaken to: (a) study the extent to which marketing orientation has become the driving force in the institutions of higher education, (b) identify the structural characteristics which either hinder or facilitate the adop- tion of a marketing orientation, and (c) test the central hypothesis that the results of improved marketing orientation would be visible on the acquisition and the management of institutional resources. The research is based on an indepth case study approach whereby 81 administrators from 24 institutions were contacted through per- sonal interviews. Statistical analysis performed indicates that the adoption of marketing orientation has gained a significant momen- tum in public institutions over the five year period of investigation. The results confim the central hypothesis that the impact of intensi- fied marketing orientation is distinctly perceptible on the attraction and the management of institutional resources. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Market Driven Public Institutions Attract Resources |
| Тип | research-article |
| DOI | 10.1300/J090v09n02_07 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 9 |
| Первая страница | 83 |
| Последняя страница | 92 |
| Аффилиация | Qureshi, Salim; Associate Professor of Marketing, Bloomsburg University, Bloomsburg, PA, 17815 |
| Выпуск | 2 |
