This chapter examines the global marketing environment of today's higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they...

Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business performance. However, previous research in this area deals mostly with large companies. The objective of this research is to study the significance of MO for small and medium...

The central role of marketing stems from identifying processes which create value to customers. Therefore, the marketing strategies and plans should be based on relevant frameworks which create and capture value to customers and to the businesses, themselves. The strategic planning involves a...

Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Therefore, many companies may...

Conventional marketing, though is necessary investment for the sustainable businesses is often so expensive that most of the entrepreneurs, particularly the start-ups, choose to avoid it and look for other alternatives. One such alternative and cost-effective way to receive a better response...

Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms emerge such as open innovation and co-creation that are...

Net Promoter Score (NPS) is heralded by proponents as the quintessential marketing metric for measuring customer and brand loyalty. Its popularity is currently very high, especially in North-American companies. The frenetic interest in NPS has led some commentators to call it a cult-like...

Firms frequently utilize multiple communications instruments as part of their marketing campaign. Interactions between these instruments suggest that firms should apply Integrated Marketing Communications (IMC) to benefit from the synergies. We review different IMC models and then present a...

The practice of marketing has significantly changed among companies operating in Hungary since the economic transition with new emphasis, marketing activities and expectations have been emerged. This paper analyzes the role and significance of marketing in corporate practices; undercover the...

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses' overall marketing strategy. Different promotional tools could...