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The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Another conditions for effective strategies include: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy.


The aim of the paper is to assess the attitudes of company managers in the food and drink sector in Western Europe and Central-Eastern Europe towards implementing marketing strategies that take into account not only economic, but social and ecological aspects as well. Innovation is a growing topic among scholars when discussing issues related to the enhancement of company performance and competitiveness. Such innovation may refer to technological changes (new products, processes), as well as non-technological ones referring to various marketing and organizational methods. In the paper the authors focus on innovations in marketing activities arising from the application of a more socio-ecological orientation. The paper comprises two parts: one theoretical, one empirical. In the first part the role of innovation in the process of creating company competitiveness is presented, as well as the concept of an innovative marketing strategy. In the second part the results of international research are discussed.


The bulk commodity, different with the retail goods, has a uniqueness in the location selection, the chosen of transportation program and the decision objectives. How to make optimal decisions in the facility location, requirement distribution, shipping methods and the route selection and establish an effective distribution system to reduce the cost has become a burning issue for the e-commerce logistics, which is worthy to be deeply and systematically solved. In this paper, Logistics warehousing center model and precision marketing strategy optimization based on fuzzy method and neural network model is proposed to solve this problem. In addition, we have designed principles of the fuzzy method and neural network model to solve the proposed model because of its complexity. Finally, we have solved numerous examples to compare the results of lingo and Matlab, we use Matlab and lingo just to check the result and to illustrate the numerical example, we can find from the result, the multi-objective model increases logistics costs and improves the efficiency of distribution time.


Permanent communication between bidders and consumers, who are usually spatially and temporarily separated, is a necessity, because prompt and correct information stimulates demand, directs it towards certain products and influences rational consumption, causes changes in the mentalities and attitudes of potential buyers, which will be reflected in the increase in the volume of sold goods and implicitely of the profit, as the sole purpose of the producer. The marketing communication system is the general framework in which promotion takes the form of the promotional mix, based on the four promotional tools: advertising, personal sales, promotion sales and public relations, aimed at presenting the organization, its products and services, at raising awareness of potential customers, and of course, at increasing sales to get more profit.

. Meler, M., 2003. Non - profit marketing . Osijek: University of Osijek, Faculty of Economics. Raybould J. and Sheedy, V. 2005, Are graduates equipped with the right skills in the employability stakes ?. Industrial and Commercial Training , 37, pp.259-263. Renko, N., 2005. Marketing strategies . Zagreb: Edition Ljevak. Svensson, G., 2005. The spherical marketing concept: A revitalization of the marketing concept. European Journal of Marketing , 39, pp. 5-15.

. Gredičak, T., 2008. Kulturna baština u funkciji turizma (Cultural heritage in the function of tourism). Acta Turistica Nova, 2(2), pp.151-280. Gredičak, T., 2009. Kulturna baština i gospodarski razvitak Republike Hrvatske (Cultural heritage and economic development of the Republic of Croatia). Ekonomski pregled, 60(3-4), pp.196-218. Gredičak, T., 2010. Marketing strategija ruralnog turizma (Marketing strategy of rural tourism). In: D. Katica, ed. 2010. Zbornik radova Drugog hrvatskog kongresa o ruralnom turizmu „Koncepcija dugoročnog razvoja ruralnog turizma“, 21

: Butterworth-Heinemann. Chaffey, D. (2011, May). E-marketing Strategy - Strategy definition and goal setting . Retrieved May, 2001 from Deborah, D. L. & Snyder, N. T. (2006, august). Mastering Virtual Team . Retrieved January 10, 2011 from Forester research (2009, May). As Economy Impacts Online Retail, Companies Shift Marketing . Retrieved February 2011 from,1769,1279,00.html Hasan, J. (2009


There is no doubt that a recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive.

Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before.

Specific marketing activities have been proved to be beneficial to companies during a downturn. Below we analyze, ten marketing survival strategies and tactics.

-159. Available online: BOZKURT, F. ERGEN, A. (2014). Art of War and Its Implications on Marketing Strategies: Thinking like a Warrior. [in:] International Journal of Research in Business and Social Science (IJRBS), 3 (3), 2014. p. 37-47. ISSN: 2147-4478. GUPTA, M.; KAUR, K.; KAMBOJ, A. (2014). Guerilla Marketing: Its Happening. [in:] IJITKM Special Issue (ICFTEM-2014), (5), 2014. p. 206-213. ISSN 0973-4414. Available online: <

. London: NTC Publications. 25. Gilligan, C.; Wilson, R.M.S. (2013). Strategic Marketing Management, New York: Routledge. 26. Hoyle, E. (1982). Micropolitics of Educational Organisations, Educational Management and Administration, 10, 87-98. 27. Hutt, M.D.; Reingen, P.H.; Ronchetto Jr., J.R. (1988). Tracing emergent processes in marketing strategy formation. The Journal of Marketing, 52 (1), 4-19. 28. Jevons, C. (2006). Universities: a prime example of branding going wrong. Journal of Product & Brand Management, 15 (7), 466-467. 29. Judson, K.M.; Aurand, T.W.; Gorchels