IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v7y1996i2p1-16.html
   My bibliography  Save this article

University Marketing: A Professional Service Organization Perspective

Author

Listed:
  • Jane Licata
  • Gary L. Frankwick

Abstract

The structure of a university marketing organization is examined in light of its market environment and marketing strategy. Research from marketing strategy and professional service organization literature provide a framework to examine how the university's marketing environment affects the marketing strategy and resulting marketing structure of the university. Our research suggests that (1) environments that do not have unique market segments result in circular, multi-layered, marketing organization structures; (2) the amount of autonomy afforded a marketing layer relates directly to the resources it controls; (3) the amount of communication and cooperation among layers is inversely related to the resources it controls; (4) the number of autonomous layers in the marketing organization is directly related to the amount of duplication of marketing effort in the organization; and (5) autonomous, multi-layered marketing organizations are less effective communicating with customers than are traditionally structured marketing organizations.

Suggested Citation

  • Jane Licata & Gary L. Frankwick, 1996. "University Marketing: A Professional Service Organization Perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(2), pages 1-16, July.
  • Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:1-16
    DOI: 10.1300/J050v07n02_01
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1300/J050v07n02_01
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1300/J050v07n02_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. Faiz Muhammad Khuwaja & Hasnizam Bin Shaari & Lily Julienti Abu Bakar, 2017. "Market Orientation: An important Consideration for Higher Education of Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(4), pages 419-436, April.
    2. Emanuela Maria AVRAM, 2015. "Internal And External Communication In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 8, pages 273-282, June.
    3. Emerson Wagner Mainardes & Helena Alves & Mario Raposo, 2010. "An Exploratory Research on the Stakeholders of a University," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 1(1), pages 76-88, December.

    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:7:y:1996:i:2:p:1-16. 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.