Modelos de mercadeo relacional en educación: Articulación con el docente universitario

Ledy Gómez-Bayona, Carme Ferre-Pavia, Juan Pablo Arrubla Zapata

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

3 Citas (Scopus)


In recent times, phenomena such as globalization have led to the creation of new ways of relating in the educational context to generate value in the perception of each institution. That is why, based on this research, the aim is to identify the relational marketing models that have been applied in some Higher Education Institutions to understand what their main analysis variables are and how they have involved the teacher. To achieve this, the literature review methodology is used and as a result there are eighteen marketing models with a relational approach, concluding that they have focused on different audiences such as students, graduates and industry, but the application to teachers as the subject of the model It has been scarce.

Título traducido de la contribuciónModels of relational marketing in education and its articulation with the university teacher
Idioma originalEspañol
Páginas (desde-hasta)542-556
Número de páginas15
PublicaciónRevista Venezolana De Gerencia
EstadoPublicada - 2019

Palabras clave

  • Educational Management
  • Relational Marketing
  • Reputation
  • University Teacher


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