Academic Journal
Exploring the relationship between sustainable marketing and the performance of a higher education institution
| العنوان: | Exploring the relationship between sustainable marketing and the performance of a higher education institution |
|---|---|
| المؤلفون: | Meštrović, Dunja, Bagarić, Lidija, Brlečić Valčič, Sonja |
| المصدر: | Zbornik radova Ekonomskog fakulteta u Rijeci : časopis za ekonomsku teoriju i praksu ; ISSN 1331-8004 (Print) ; ISSN 1846-7520 (Online) ; Volume 42 ; Issue 1 |
| بيانات النشر: | University of Rijeka, Faculty of Economics |
| سنة النشر: | 2024 |
| المجموعة: | Hrčak - Portal of scientific journals of Croatia / Portal znanstvenih časopisa Republike Hrvatske |
| مصطلحات موضوعية: | sustainable marketing, stakeholders, higher education institutions, performance measurement |
| الوصف: | This paper addresses the challenges and opportunities of applying sustainable marketing in higher education institutions (HEI), focusing on the performance of the higher education institution in achieving multiple goals from the perspective of stakeholders. Although the existing academic literature, contains a wide range of research on sustainability, it is mainly focused on the for-profit sector. A lack of research examining sustainable marketing in the public sector, especially in the field of higher education, has been noted. An analysis of the existing scientific literature was carried out and the barriers to wider adoption of sustainable marketing in the academic environment are identified. Quantitative research was conducted to test the proposed conceptual model defined by the multidimensional construct of sustainable marketing and its impact on the success of a higher education institution. The research results showed a positive relationship between sustainable marketing and higher education institution performance. The benefits of implementing sustainable marketing can be seen in creating positive changes that we as a society want to experience, in the rational use of resources, and in creating added value while considering the long-term interests of society and the environment. The research findings can contribute to a better understanding of the role of sustainable marketing in higher education and provide guidelines for its broader application to create a more sustainable and socially responsible academic environment. |
| نوع الوثيقة: | article in journal/newspaper |
| وصف الملف: | application/pdf |
| اللغة: | English |
| Relation: | info:eu-repo/grantAgreement/Fakultet za menadžment u turizmu i ugostiteljstvu//ZIP-FMTU-025-7-2023/; https://hrcak.srce.hr/318532 |
| الاتاحة: | https://hrcak.srce.hr/318532 https://hrcak.srce.hr/file/460294 |
| Rights: | info:eu-repo/semantics/openAccess ; Journal Zbornik radova Ekonomskog fakulteta u Rijeci: časopis za ekonomsku teoriju i praksu /Proceedings of Rijeka Faculty of Economics: Journal of Economics and Business is an Open Access journal. According to the CC BY-NC-ND license users are allowed to read, download, copy, redistribute, print, search and link to material or use them for any other lawful purpose as long as they attribute the source in an appropriate manner but they cannot change it or use it for commercial purposes. |
| رقم الانضمام: | edsbas.360B5933 |
| قاعدة البيانات: | BASE |
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