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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Autores principales:	Ledy Gómez-Bayona, Alejandro Valencia-Arias, Jaime Alberto Orozco-Toro, Alexander Tabares-Penagos, Gustavo Moreno-López
Formato:	Artigo
Lenguaje:	Inglês
Publicado:	Taylor & Francis Group 2024-12-01
Colección:	Cogent Education
Materias:	Institutional marketing relational marketing higher education management university teacher Darwin Stephen, Universidad Alberto Hurtado, Chile Marketing
Acceso en línea:	https://www.tandfonline.com/doi/10.1080/2331186X.2024.2332858
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