Due to the impact of the lower birth rate phenomenon, the higher technological and vocational education in Taiwan will face intense competition. This study is attempted to construct a theoretical marketing management framework of higher technological and vocational education in Taiwan based on Kotler’s holistic marketing model. Literature analysis was used to provide guidelines for implementation. For the development of marketing management strategy, this studyfocused on the Kotler & Keller’s theory of four factors, including (l) internal marketing, (2) integrated marketing, (3) relationship marketing, and (4) societal marketing. |