Market orientation in consulting and educational institutions

Abstract

In the contemporary world, where information and the newest information processing and communication technologies are used as a routine: at work, school, on holidays, in communications, the very important role is played by the organizations, which help to interpret a new information, experience or knowledge, that is the organizations, which provide consulting and educational services. In this paper the authors analyze different services' classifications, distinguish the common characteristics of consulting and educational services and propose the definition of consulting and educational services. They present and analyze special marketing characteristics of these types of services, introduce the stages of market orientation and try determining the market orientation stage of educational institutions in Lithuania.