Place and role of marketing in innovative entrepreneurial university

Kraus, Kateryna and Kraus, Nataliia (2020) Place and role of marketing in innovative entrepreneurial university Колективна (три і більше авторів). Modern approaches to knowledge management development: Collective monograph. Ljubljana School of Business, Ljubljana School of Business.

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Abstract

Digital age of human economic relations, which is under the influence of global challenges and institutional and structural changes, is characterized by a new institutional and organizational format. It is clear that the institutional and technological dynamism and conscious choice of Ukraine for European integration and the need to form a new generation of intellectual elite, significantly intensified the problem of continuity of its socio-economic development, identifying the need for its innovation vector. This vector passes through the qualitative application of digital tools of marketing communications of the university ecosystem in terms of promoting innovative ideas and products in combination with traditional ones, which is revealed in this study. Authors focused their scientific attention on the effectiveness of social networks in terms of the use of advertising, the provision of educational services by innovative entrepreneurship university.

Item Type: Monograph (Колективна (три і більше авторів))
Uncontrolled Keywords: Marketing; innovative entrepreneurial university
Subjects: Монографії > Видані за кордоном (окрім країн СНД)
Монографії > Видані міжнародними видавництвами (за класифікацією SENSE)
Divisions: Факультети > Факультет інформаційних технологій та управління > Кафедра управління
Depositing User: Катерина Миколаївна Краус
Date Deposited: 19 Jun 2020 10:18
Last Modified: 19 Jun 2020 10:18
URI: http://elibrary.kubg.edu.ua/id/eprint/31524

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