期刊名称：Magazin erwachsenenbildung.at : Das Fachmedium für Forschung, Praxis und Diskurs
印刷版ISSN：1993-6818
出版年度：2010
期号：10
出版社：Bundesminsterium für Unterricht, Kunst und Kultur, Bundesinstitut für Erwachsenenbildung
摘要：This article analyses the chances and risks of continuing education marketing with regard to contemporary practice. Risks mainly result from a narrow and highly instrumental understanding of marketing, whereas chances arise from considering continuing education marketing as a comprehensive process of adult education. On the basis of selected findings of milieu research, it is shown that marketing strategies not only can be used to attract modern and financially strong target groups, but also serve to integrate educationally disadvantaged groups in a systematic and sustainable way. In addition, marketing strategies, under certain conditions, contribute to integrating very different target groups into one and the same educational institution.
