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- W2071824378 abstract "While customer preferences and their impact on positioning strategy have received substantial interest within marketing, the compatibility of customers and the company perception of non-business offers have received significantly less attention. This study examines non-public education in the context of the above mentioned problem. This is because the decreasing number of potential students of non-public educational institutions forces their managers to pay special attention to the problem of differentiation from competitors. What do parents as customers of non-public educational institutions strive for? Are the managers aware of these needs and expectations and, if so, how do they use this knowledge? Are the perspectives of customers and managers of non-public schools analogous? To answer these research questions, the authors have conducted both qualitative and quantitative research among parents and qualitative research among managers of selected schools. The authors also have analysed web sites of selected institutions, particularly in terms of positioning communication. The research result is a mutual confrontation of the two perceptions. Conclusions are used to sketch directions of the positioning strategy for non-public institutions in the educational market in Poland." @default.
- W2071824378 created "2016-06-24" @default.
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- W2071824378 date "2012-01-20" @default.
- W2071824378 modified "2023-09-26" @default.
- W2071824378 title "Educational Offer and Its Positioning: A Comparison of the Perception of Customers and Managers" @default.
- W2071824378 hasPublicationYear "2012" @default.
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