Ivana Jadrić
College of Management and Design Aspira, Domovinskog rata 65, 21 000 Split, Croatia
Jasmina Dlačić
Faculty of Economics, University of Rijeka, Ivana Filipovića 4, 51 000 Rijeka, Croatia
Drago Ružić
Faculty of Economics, University J.J. Strossmayer u Osijek, Trg Lj. Gaja 7, 31 000 Osijek, Croatia

DOI: https://doi.org/10.31410/EMAN.S.P.2019.181

3rd International Scientific Conference – EMAN 2019 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 28, 2019, SELECTED PAPERS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty –  Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-19-6, ISSN 2683-4510

Abstract:

Purpose of this paper is to analyze the perceived importance of Internet marketing in the higher education institutions in Croatia, exploring both the private and public sector. Two sectors of higher education institutions are compared with aim to explore their difference in recognizing the importance of Internet presence. Also, aim of this study was to explore undergoing marketing activities in those institutions. An empirical study on a sample of professors in public and private higher education institutions in Croatia has been conducted. The results of the empirical research confirmed that the differences are present between the two different types of higher education institutions in perception of its importance and usage of Internet marketing activities. Furthermore, paper presents the implications for decision-makers in higher education institutions.

Key words:

marketing, Internet marketing, higher education institutions, promotion of higher education institutions.


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