Importance of relationship marketing in higher education management: the perspective of university teachers

Importance of relationship marketing in higher education management: the perspective of university teachers

AbstractThe lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher educati...

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Bibliographic Details
Main Authors: Ledy Gómez-Bayona, Alejandro Valencia-Arias, Jaime Alberto Orozco-Toro, Alexander Tabares-Penagos, Gustavo Moreno-López
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Education
Subjects:
Institutional marketing
relational marketing
higher education management
university teacher
Darwin Stephen, Universidad Alberto Hurtado, Chile
Marketing
Online Access:https://www.tandfonline.com/doi/10.1080/2331186X.2024.2332858

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https://www.tandfonline.com/doi/10.1080/2331186X.2024.2332858

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