Having established that both services and product marketingstrategies can be applied simultaneously, a study of the perceptions ofemployers and students is reported on. Thus the degree to which bothsets of customers needs may be satisfied simultaneously is considered.A sample of business studies students, lecturers and employers took partin the research, which indicated perceptual incongruence in terms ofstudent and employer perceived needs for higher education. Although theresearch was of an exploratory nature, it indicates that institutionsare likely to have a problem in applying the marketing concept to theircorporate strategies.
International Journal of Public Sector Management – Emerald Publishing
Published: Feb 1, 1991