Key Elements of a Successful Drive Toward Marketing Strategy Making

Cynthia W. Cann · Marie A. George

13 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Management and Marketing Education Marketing and Advertising Strategies Innovation and Knowledge Management

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.

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1991The fifth discipline, the art and practice of the learning organization 1974The Interpretation of Cultures 2017The Interpretation of Cultures 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 1998Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination 1999The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance 2020Innovations and organizations

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2014Does branding impact student recruitment: a critical evaluation 2010A market segmentation approach for higher education based on rational and emotional factors 2021Unique challenges of segmentation and differentiation for higher education 2017RELACIÓN ENTRE MARKETING Y UNIVERSIDAD. REVISIÓN TEÓRICA Y PROPUESTA DE UN MODELO TEÓRICO Y DE MARKETING 3.0

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