Internal Marketing and Schools: The Slovenian Case Study

Vinko Logaj and Anita Trnavcevic
Additional contact information
Vinko Logaj: National School for Leadership in Education, Slovenia.
Anita Trnavcevic: University of Primorska, Slovenia

Managing Global Transitions, 2006, vol. 4, issue 1, 79-96

Abstract: Schools in Slovenia are expected to address and respond to the changing environment. Breaking through the rigidity of traditions is a complex process. Internal marketing can be used for doing this. It is a process that focuses on teachers and students in order to increase effectiveness and efficiency of schools and also the level of satisfaction of ‘school customers’. The purpose of this paper is to discuss the elements of internal marketing which are essential for teacher and customer satisfaction and to indicate opportunities for the implementation of internal marketing philosophy and related strategies in Slovenian schools. The paper provides a theoretical framework, an analysis of the Slovenian legal framework and the results of the case study conducted in a grammar school. Data were collected through a group interview, a questionnaire and individual in-depth interviews. The findings show that although the concept of internal marketing is unknown to the participants in the study, its philosophy and focus are present in the school.

Keywords: education; marketization; marketing; internal marketing; human resource management (search for similar items in EconPapers)
JEL-codes: I2 I21 M31 (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.fm-kp.si/zalozba/ISSN/1581-6311/4_079-096.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgt:youmgt:v:4:y:2006:i:1:p:79-96

Ordering information: This journal article can be ordered from
http://www.mgt.fm-kp.si

Access Statistics for this article

Managing Global Transitions is currently edited by Jana Hojnik

More articles in Managing Global Transitions from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().