Evolución del mercadeo en el sector universitario

Translated title of the contribution: Evolution of marketing in the university sector

Ledy Gómez-Bayona, Juan Pablo Arrubla-Zapata

Research output: Contribution to journalArticlepeer-review


In order to understand what happens with the discipline of marketing and applicability in the education sector, this paper is constructed that aims to identify the evolution of marketing in the university sector from bibliometric findings, to know the possible approaches that have generated better connection with the university brand. To achieve this, the Scopus and Google Scholar databases are explored, within the findings management tools were evidenced from the educational marketing, which allows academic organizations to incorporate aspects such as competitiveness and sustainability in the national and international market.

Translated title of the contributionEvolution of marketing in the university sector
Original languageSpanish
Pages (from-to)159-173
Number of pages15
JournalRevista Venezolana De Gerencia
Issue number89
StatePublished - 1 Jan 2020


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