IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v13y2003i1-2p1-15.html
   My bibliography  Save this article

Key Elements of a Successful Drive Toward Marketing Strategy Making

Author

Listed:
  • Cynthia W. Cann
  • Marie A. George

Abstract

A conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn. Learning and marketing orientations are identified as components to marketing strategy making. Key organizational functions, including communication and decision-making, are utilized in a framework for organization analysis and development. The conceptual model of the relationship between learning orientation, market orientation and marketing strategy making will lead to a diagnostic model. The diagnostic model can be used as a tool to assess where an institution is now, and what needs to be addressed, in order to bring about change and move the institution toward marketing strategy making.

Suggested Citation

  • Cynthia W. Cann & Marie A. George, 2003. "Key Elements of a Successful Drive Toward Marketing Strategy Making," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 13(1-2), pages 1-15, April.
    • Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:1-15
    DOI: 10.1300/J050v13n01_01
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1300/J050v13n01_01
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1300/J050v13n01_01?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Prashant Mahajan & Suresh Golahit, 2017. "Appealing diversified enrollments: A Holistic Marketing and Promotion Mix for Technical Education," Post-Print hal-01483659, HAL.
    2. Prashant Mahajan & Suresh Golahit, 2017. "Downcast Enrollments: A Desperate Need of Holistic Marketing for Technical Education," Post-Print hal-01483647, HAL.
    3. Prashant Mahajan & Suresh Golahit, 2017. "Encouraging Enrolments by People's Influence; A desperate need for Technical Education Evolution," Post-Print hal-01483627, HAL.
    4. Prashant Mahajan & Suresh Golahit, 2017. "Promoting an Institute: An essential obligation for Technical Education Evolution," Post-Print hal-01483610, HAL.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:1-15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.