Transition, Vol. 24 No. 48, 2021.
Review article
THE INFLUENCE OF DIGITAL BUSINESS ON THE DEVELOPMENT OF HIGHER EDUCATION INSTITUTIONS
Bojana Ostojić
; Univerzitet “Educons”, Fakultet za projektni i inovacioni menadžment PMC
Irena Petrušić
; Univerzitet „Adriatic“, Fakultet za menadžment, Herceg Novi
Obrad Cabarkapa
; Univerzitet “Educons”, Fakultet za projektni i inovacioni menadžment PMC
Abstract
Marketing as a scientific discipline has gained exceptional importance in the market today and represents one of the prerequisites for an effective fight against competition. What constitutes marketing refers primarily to activities for assessing needs, the scope of those needs, but also their intensity. The formation of a brand that is independent and recognizable on the market enables the acquisition of a competitive advantage over other participants in the same industry. The subject of research of this paper includes the analysis of gaining the trust of the higher education institution by the student, as well as determining the role of marketing in terms of brand formation. Brand is an important factor in any market. The brand will provide assistance to the higher education institution in proper marketing, attracting customers and ensuring consumer loyalty.
Keywords
marketing, brand, higher education institution, loyalty
Hrčak ID:
309058
URI
Publication date:
21.10.2023.
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