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Doctoral dissertation summary: Sustainable Marketing in Higher Education
Tourism and hospitality management, 28 (2022), 3; 691-694. https://doi.org/10.20867/thm.28.3.12
Meštrović, Dunja

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Održivi marketing u visokom obrazovanju | Doctoral thesis
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Meštrović, D. (2022). Doctoral dissertation summary: Sustainable Marketing in Higher Education. Tourism and hospitality management, 28. (3), 691-694. doi: 10.20867/thm.28.3.12

Meštrović, Dunja. "Doctoral dissertation summary: Sustainable Marketing in Higher Education." Tourism and hospitality management, vol. 28, no. 3, 2022, pp. 691-694. https://doi.org/10.20867/thm.28.3.12

Meštrović, Dunja. "Doctoral dissertation summary: Sustainable Marketing in Higher Education." Tourism and hospitality management 28, no. 3 (2022): 691-694. https://doi.org/10.20867/thm.28.3.12

Meštrović, D. (2022) 'Doctoral dissertation summary: Sustainable Marketing in Higher Education', Tourism and hospitality management, 28(3), pp. 691-694. doi: 10.20867/thm.28.3.12

Meštrović D. Doctoral dissertation summary: Sustainable Marketing in Higher Education. Tourism and hospitality management [Internet]. 2022 [cited 2025 April 03];28(3):691-694. doi: 10.20867/thm.28.3.12

D. Meštrović, "Doctoral dissertation summary: Sustainable Marketing in Higher Education", Tourism and hospitality management, vol. 28, no. 3, pp. 691-694, 2022. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:191:013475. [Accessed: 03 April 2025]

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Title (english)Doctoral dissertation summary: Sustainable Marketing in Higher Education
AuthorDunja Meštrović
Author's institutionUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Sustainable marketing, which emerged as the third development phase of green marketing, evolved from the economics of sustainable development. It is defined as a simultaneous balanced approach that incorporates and integrates economic, environmental and social goals, while meeting the needs of all stakeholders and respecting the needs of future generations. Such an approach is considered an obligation, rather than an option, and it represents the focus of this doctoral dissertation. In our... More post-industrial society, highly-educated human resources and knowledge are the most valuable resources and the key prerequisites for the economic development, prosperity and well-being of each individual and of the society as a whole. Therefore, the traditional role of higher education and its institutions has become more important, and this in turn determines great challenges as these institutions are considered the essence of intellectual, cultural, social and technological development of the community (Meštrović, 2017), the fundamental lever and spitirus movens for sustainable development of the society as a whole. Existing research in the field of sustainable marketing is predominantly focused on forprofit sector, while a further extensive and comprehensive literature review identified the lack of research addressing sustainable marketing in the context of public sector, including the higher education sector and public higher education institutions. In order to address the identified research gap and follow the relevant research recommendations, the basic objectives of this dissertation were defined as follows: (1) to investigate and design a systematic and comprehensive critical account of the existing theoretical knowledge in the field of sustainable marketing, (2) to develop and test a conceptual model aimed at measuring the impact of sustainable marketing in higher education, defined by three dimensions: promotion and education for sustainable development, sustainable marketing activities and implementation benefits, on higher education performance, assessed by service quality and success in achieving the multiple objectives of higher education institution, and (3) to test the proposed hypotheses. Less
Keywords (english)
Languageenglish
Publication typeOther - Other
Publication statusPublished
Peer reviewNo peer review
Publication versionPublished version
Journal titleTourism and hospitality management
Numberingvol. 28, no. 3, pp. 691-694
p-ISSN1330-7533
e-ISSN1847-3377
DOIhttps://doi.org/10.20867/thm.28.3.12
URN:NBNurn:nbn:hr:191:013475
Publication2022
Document URLhttps://hrcak.srce.hr/290255
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) icon
Created on2025-01-29 13:54:35
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