Evolución del mercadeo en el sector universitario

Ledy Gómez-Bayona, Juan Pablo Arrubla-Zapata

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

Resumen

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.

Título traducido de la contribuciónEvolution of marketing in the university sector
Idioma originalEspañol
Páginas (desde-hasta)159-173
Número de páginas15
PublicaciónRevista Venezolana De Gerencia
Volumen25
N.º89
DOI
EstadoPublicada - 1 ene 2020

Palabras clave

  • Academic management
  • Educational marketing
  • Evolution of marketing
  • Marketing

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