Marketing Research for Higher Education Industry : Global Perspectives

ISBN-13: 9786200538369 / Angielski

Wael Kortam; Ghada Gad

Opis

This book is an integration of advanced marketing research work for the sake of making the higher education institutions more competitive through sending a strong message across to the marketers global changing yet rewarding marketing context theoretically and practically. The essence of this message is two-folded. First, is the marketing research imperative as emphasizing the customer sensitivity imperative in the form of seeking the truth of customer-life time value strategically and tactically by rigorous marketing research and marketing information systems. The second, is a matter of perspective imperative through focusing on multiple approaches to viewing the goals and mechanisms of building a sustainable competitive advantage for higher education in the foreseeable future.

O autorze

Kortam, Wael
Professor Wael Kortam, Ph.D, professor of Marketing, Head of business administration department, School of Business, Cairo University, Egypt.Dr.Ghada Gad, Ph.D., Assistant Professor at Canadian International College (CIC), Egypt. Core research interests pertain to Marketing.