TY  - JOUR
AB  - The current paper outlines a unique marketing perspective that prevails in some informal education institutions in Israel parallel with “traditional modes of marketing”, such as promotion, public relations and the like. Based on a case study research in five community centres, a service development based on active participation of the potential customers is discussed as a major marketing method in this organisation, and contrasted with “classic” models of the marketing process which have long been dominant in the non‐education sectors. Practical implications for marketing informal education institutions are provided.
VL  - 18
IS  - 7
SN  - 0951-354X
DO  - 10.1108/09513540410563121
UR  - https://doi.org/10.1108/09513540410563121
AU  - Oplatka Izhar
PY  - 2004
Y1  - 2004/01/01
TI  - Marketing informal education institutions in Israel: the centrality of customers' active involvement in service development
T2  - International Journal of Educational Management
PB  - Emerald Group Publishing Limited
SP  - 417
EP  - 424
Y2  - 2024/04/23
ER  -