Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario]
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 c...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2020
- Institución:
- Universidad de Medellín
- Repositorio:
- Repositorio UDEM
- Idioma:
- spa
- OAI Identifier:
- oai:repository.udem.edu.co:11407/5954
- Acceso en línea:
- http://hdl.handle.net/11407/5954
- Palabra clave:
- Academic management
Educational marketing
Evolution of marketing
Marketing
academic research
competitiveness
database
marketing
sustainability
university sector
Scopus
- Rights
- License
- http://purl.org/coar/access_right/c_16ec
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Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] |
| title |
Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] |
| spellingShingle |
Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] Academic management Educational marketing Evolution of marketing Marketing academic research competitiveness database marketing sustainability university sector Scopus |
| title_short |
Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] |
| title_full |
Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] |
| title_fullStr |
Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] |
| title_full_unstemmed |
Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] |
| title_sort |
Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] |
| dc.subject.spa.fl_str_mv |
Academic management Educational marketing Evolution of marketing Marketing |
| topic |
Academic management Educational marketing Evolution of marketing Marketing academic research competitiveness database marketing sustainability university sector Scopus |
| dc.subject.keyword.eng.fl_str_mv |
academic research competitiveness database marketing sustainability university sector Scopus |
| description |
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. © 2020, Universidad del Zulia. All rights reserved. |
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2020 |
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2021-02-05T14:58:14Z |
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2020 |
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13159984 |
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10.37960/revista.v25i89.31388 |
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13159984 10.37960/revista.v25i89.31388 |
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Amaral, L., Martins, N., Borges, J., Quest for a Sustainable University: a review (2015) International Journal of Sustainability in Higher Education, 16 (2). , http://dx.doi.org/10.1108/IJSHE-02-2013-0017, Retrieved from Bartels, R., Jenkins, R., Macromarketing What is it? What should it be? How should it be managed and taught? I (1977) Journal of Macromarketing, 41 (4), pp. 17-20. , https://doi.org/10.2307/1250229 Bennett, R., Ali-Choudhury, R., Prospective students’ perceptions of university brands: An empirical study (2009) Journal of Marketing for Higher Education, , https://doi.org/10.1080/08841240902905445 Budi, B., Rasyad, A., Bafadal, I., Determinant Factors of Education Marketing that Encourage Students’ Interest in Choosing University (2017) International Journal of Applied Business and Economic Research, 15 Buhalis, D., Foerste, M., SoCoMo marketing for travel and tourism: Empowering co-creation of value (2015) Journal of Destination Marketing and Management, 16. , https://doi.org/10.1016/j.jdmm.2015.04.001 Bustos, H., Becker, P. R., (2009) El libro LILA del Modelo Bucket Business Education Relevancia educacional Resultados efectivos Relaciones competentes, , Chile: Diana Choon, J., Malhotra, N., Alpert, F., A two-dimensional model of trust-value-loyalty in service relationships (2015) Journal of Retailing and Consumer Services, 26. , https://doi.org/10.1016/j.jretconser.2015.05.005 Cordoba, J., del marketing transaccional al marketing relacional (2009) Entramado Unilibre, 5 Davies, B., Ellison, L., Teachers’ perceptions of school quality and effectiveness: improving schools using staff attitude surveys (1997) International Journal of Educational Management, 11 (5), pp. 222-228 De Haan, H., Competitive advantage, what does it really mean in the context of public higher education institutions? (2015) International Journal of Educational Management, 29. , https://doi.org/10.1108/IJEM-07-2013-0115 Eisend, M., Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research (2015) Journal of Marketing, 79. , https://doi.org/10.1509/jm.14.0288 García-Sanchis, M., Gil-Saura, I., Berenguer-Contrí, G., Dimensionalidad del servicio universitario: una aproximación desde un enfoque de marketing (2015) Revista Iberoamericana de Educación Superior, 11. , https://doi.org/10.1016/S2007-2872(15)30002-0 Grönroos, C., A Service Quality Model and its Marketing Implications (1984) European Journal of Marketing, 18 Gummesson, E., Making Relationship, Marketing Operational (1994) International Journal of Service Industry Management, 5 Hemsley-Brown, J., Oplatka, I., Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing (2006) International Journal of Public Sector Management, 19 (4), pp. 316-338 Hemsley-Brown, J., Oplatka, I., Reflections on Management and Leadership of Educational Marketing: Looking Toward the Future (2012) Journal The Management and Leadership of Education, , https://doi.org/10.1108/S1479-3660(2012)0000015014 Hemsley-Brown, J., Oplatka, I., Reflections on Management and Leadership of Educational Marketing: Looking Toward the Future (2012) The Management and Leadership of Educational Marketing: Research, Practice and Applications, 15. , https://doi.org/10.1108/S1479-3660(2012)0000015014 Kotler, P., Fox, K. F. A., (1985) Strategic Marketing for Educational Institutions, , Prentice-Hall, New Jersey Litten, L. H., Marketing Higher Education: Benefits and Risks for the American Academic System (1980) The Journal of Higher Education, 51 (1), pp. 1538-4640. , https://doi.org/10.1080/00221546.1980.11780029 Manes, J. M., Marketing educativo, gestión estratégica y calidad total: un círculo virtuoso (2008) Revista Ciencias Económicas, 3 Madhavaiah, C., Rao, S. D., Defining Relationship Marketing: A review of Research (2007) Asia Pacific Business Review, III. , https://doi.org/10.1177/097324700700300207 Narver, J., Slater, S., The effect of a Market Orientation on Business Profitability (1990) Journal of Marketing, 20 Olaleke, O., Taiye, B., Customer Relationship Management Approach and Student Satisfaction in Higher Education Marketing (2014) Journal of Competitiveness, 6. , https://doi.org/10.7441/joc.2014.03.04 Oplatka, I., Hemsley-Brown, J., The research on school marketing (2004) Journal of Educational Administration, 42. , https://doi.org/10.1108/09578230410534685 Oplatka, I., Hemsley-Brown, J., The incorporation of market orientation in the school culture: An essential aspect of school marketing (2007) International Journal of Educational Management, 4. , https://doi.org/10.1108/09513540710749519 Ospina, M., Sanabria, P., Un enfoque de mercadeo de servicios educativos para la gestión de las organizaciones de educación superior en colombia: el modelo migme a marketing approach of educational services for higher education organizations management in colombia: migme Model (2010) Revista Facultad de Ciencias Econòmicas Universidad Militar, XVIII (2), pp. 107-136 Othman, A., Hussien, S., Suhailawaty, S., Faizuddin, A., Othman, Hussien, Suhailawaty & Faizuddin 2017 (2017) Journal of Islamic Thought and Civilization, 3 Poole, S. M., Campos, N. M., Transfer of marketing knowledge to Catholic primary schools (2017) International Journal of Nonprofit and Voluntary Sector Marketing, 22. , https://doi.org/10.1002/nvsm.1579 Sabino, C., (1992) El proceso de investigación, , Panamericana Schlesinger, W., Cervera, A., Iniesta, M. Á., Key Elements in Building Relationships in the Higher Education Services Context (2015) Journal of Promotion Management, 12. , https://doi.org/10.1080/10496491.2015.1051403 Schlesinger, W., Cervera, A., Pérez-Cabañero, C., Sticking with your university: the importance of satisfaction, trust, image, and shared values (2017) Studies in Higher Education, , https://doi.org/10.1080/03075079.2015.1136613 Sheth, J. N., Sisodia, R. S., Revisiting marketing’s lawlike generalizations (1999) Journal of the Academy of Marketing Science, , https://doi.org/10.1177/0092070399271006 Svensson, G., Wood, G., Are university students really customers? When illusion may Are university students really lead to delusion for all! (2007) International Journal of Educational Management, 21 (2), pp. 17-28. , http://dx.doi.org/10.1108/09513540710716795, Retrieved from Tahir, A. G., Tahir, A. G., Rizvi, S. A. A., Khan, M. B., Ahmad, F., Keys of Educational Marketing (2016) Journal of Applied Environmental and Biological Sciences, 7 (1), pp. 180-187 Tejeda, K., Reyes, S., Impacto de la Implementación del Marketing Educativo en la gestión de la Universidad Central del Este (2015) UCE Ciencia. Revista de Postgrado, 3 (2) Tranfield, D., Denyer, D., Smart, P., Towards a methodology for developing evidence-informed management knowledge by means of systematic review (2003) British Journal of Management, 14 (3), pp. 207-222 Zeithaml, V.A., Berry, L. L., Parasuraman, A., Communication and Control Processes in the Delivery of Service Quality (1988) Journal of Marketing, 52 (2), pp. 35-48. , http://www.jstor.org/stable/1251263, Retrieved from Zeithaml, V., Parasuman, A., Berry, L., Zeithaml, Parasuman, Berry 1985 (1985) Journal of Marketing, 49 |
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Mercadeo |
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Facultad de Ciencias Económicas y Administrativas |
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Revista Venezolana de Gerencia |
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20202021-02-05T14:58:14Z2021-02-05T14:58:14Z13159984http://hdl.handle.net/11407/595410.37960/revista.v25i89.31388In 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. © 2020, Universidad del Zulia. All rights reserved.spaUniversidad del ZuliaMercadeoFacultad de Ciencias Económicas y Administrativashttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85086671999&doi=10.37960%2frevista.v25i89.31388&partnerID=40&md5=b2564125c392f81d6763ff1ffc685c5e2589159173Amaral, L., Martins, N., Borges, J., Quest for a Sustainable University: a review (2015) International Journal of Sustainability in Higher Education, 16 (2). , http://dx.doi.org/10.1108/IJSHE-02-2013-0017, Retrieved fromBartels, R., Jenkins, R., Macromarketing What is it? What should it be? How should it be managed and taught? I (1977) Journal of Macromarketing, 41 (4), pp. 17-20. , https://doi.org/10.2307/1250229Bennett, R., Ali-Choudhury, R., Prospective students’ perceptions of university brands: An empirical study (2009) Journal of Marketing for Higher Education, , https://doi.org/10.1080/08841240902905445Budi, B., Rasyad, A., Bafadal, I., Determinant Factors of Education Marketing that Encourage Students’ Interest in Choosing University (2017) International Journal of Applied Business and Economic Research, 15Buhalis, D., Foerste, M., SoCoMo marketing for travel and tourism: Empowering co-creation of value (2015) Journal of Destination Marketing and Management, 16. , https://doi.org/10.1016/j.jdmm.2015.04.001Bustos, H., Becker, P. R., (2009) El libro LILA del Modelo Bucket Business Education Relevancia educacional Resultados efectivos Relaciones competentes, , Chile: DianaChoon, J., Malhotra, N., Alpert, F., A two-dimensional model of trust-value-loyalty in service relationships (2015) Journal of Retailing and Consumer Services, 26. , https://doi.org/10.1016/j.jretconser.2015.05.005Cordoba, J., del marketing transaccional al marketing relacional (2009) Entramado Unilibre, 5Davies, B., Ellison, L., Teachers’ perceptions of school quality and effectiveness: improving schools using staff attitude surveys (1997) International Journal of Educational Management, 11 (5), pp. 222-228De Haan, H., Competitive advantage, what does it really mean in the context of public higher education institutions? (2015) International Journal of Educational Management, 29. , https://doi.org/10.1108/IJEM-07-2013-0115Eisend, M., Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research (2015) Journal of Marketing, 79. , https://doi.org/10.1509/jm.14.0288García-Sanchis, M., Gil-Saura, I., Berenguer-Contrí, G., Dimensionalidad del servicio universitario: una aproximación desde un enfoque de marketing (2015) Revista Iberoamericana de Educación Superior, 11. , https://doi.org/10.1016/S2007-2872(15)30002-0Grönroos, C., A Service Quality Model and its Marketing Implications (1984) European Journal of Marketing, 18Gummesson, E., Making Relationship, Marketing Operational (1994) International Journal of Service Industry Management, 5Hemsley-Brown, J., Oplatka, I., Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing (2006) International Journal of Public Sector Management, 19 (4), pp. 316-338Hemsley-Brown, J., Oplatka, I., Reflections on Management and Leadership of Educational Marketing: Looking Toward the Future (2012) Journal The Management and Leadership of Education, , https://doi.org/10.1108/S1479-3660(2012)0000015014Hemsley-Brown, J., Oplatka, I., Reflections on Management and Leadership of Educational Marketing: Looking Toward the Future (2012) The Management and Leadership of Educational Marketing: Research, Practice and Applications, 15. , https://doi.org/10.1108/S1479-3660(2012)0000015014Kotler, P., Fox, K. F. A., (1985) Strategic Marketing for Educational Institutions, , Prentice-Hall, New JerseyLitten, L. H., Marketing Higher Education: Benefits and Risks for the American Academic System (1980) The Journal of Higher Education, 51 (1), pp. 1538-4640. , https://doi.org/10.1080/00221546.1980.11780029Manes, J. M., Marketing educativo, gestión estratégica y calidad total: un círculo virtuoso (2008) Revista Ciencias Económicas, 3Madhavaiah, C., Rao, S. D., Defining Relationship Marketing: A review of Research (2007) Asia Pacific Business Review, III. , https://doi.org/10.1177/097324700700300207Narver, J., Slater, S., The effect of a Market Orientation on Business Profitability (1990) Journal of Marketing, 20Olaleke, O., Taiye, B., Customer Relationship Management Approach and Student Satisfaction in Higher Education Marketing (2014) Journal of Competitiveness, 6. , https://doi.org/10.7441/joc.2014.03.04Oplatka, I., Hemsley-Brown, J., The research on school marketing (2004) Journal of Educational Administration, 42. , https://doi.org/10.1108/09578230410534685Oplatka, I., Hemsley-Brown, J., The incorporation of market orientation in the school culture: An essential aspect of school marketing (2007) International Journal of Educational Management, 4. , https://doi.org/10.1108/09513540710749519Ospina, M., Sanabria, P., Un enfoque de mercadeo de servicios educativos para la gestión de las organizaciones de educación superior en colombia: el modelo migmea marketing approach of educational services for higher education organizations management in colombia: migme Model (2010) Revista Facultad de Ciencias Econòmicas Universidad Militar, XVIII (2), pp. 107-136Othman, A., Hussien, S., Suhailawaty, S., Faizuddin, A., Othman, Hussien, Suhailawaty & Faizuddin 2017 (2017) Journal of Islamic Thought and Civilization, 3Poole, S. M., Campos, N. M., Transfer of marketing knowledge to Catholic primary schools (2017) International Journal of Nonprofit and Voluntary Sector Marketing, 22. , https://doi.org/10.1002/nvsm.1579Sabino, C., (1992) El proceso de investigación, , PanamericanaSchlesinger, W., Cervera, A., Iniesta, M. Á., Key Elements in Building Relationships in the Higher Education Services Context (2015) Journal of Promotion Management, 12. , https://doi.org/10.1080/10496491.2015.1051403Schlesinger, W., Cervera, A., Pérez-Cabañero, C., Sticking with your university: the importance of satisfaction, trust, image, and shared values (2017) Studies in Higher Education, , https://doi.org/10.1080/03075079.2015.1136613Sheth, J. N., Sisodia, R. S., Revisiting marketing’s lawlike generalizations (1999) Journal of the Academy of Marketing Science, , https://doi.org/10.1177/0092070399271006Svensson, G., Wood, G., Are university students really customers? When illusion may Are university students really lead to delusion for all! (2007) International Journal of Educational Management, 21 (2), pp. 17-28. , http://dx.doi.org/10.1108/09513540710716795, Retrieved fromTahir, A. G., Tahir, A. G., Rizvi, S. A. A., Khan, M. B., Ahmad, F., Keys of Educational Marketing (2016) Journal of Applied Environmental and Biological Sciences, 7 (1), pp. 180-187Tejeda, K., Reyes, S., Impacto de la Implementación del Marketing Educativo en la gestión de la Universidad Central del Este (2015) UCE Ciencia. Revista de Postgrado, 3 (2)Tranfield, D., Denyer, D., Smart, P., Towards a methodology for developing evidence-informed management knowledge by means of systematic review (2003) British Journal of Management, 14 (3), pp. 207-222Zeithaml, V.A., Berry, L. L., Parasuraman, A., Communication and Control Processes in the Delivery of Service Quality (1988) Journal of Marketing, 52 (2), pp. 35-48. , http://www.jstor.org/stable/1251263, Retrieved fromZeithaml, V., Parasuman, A., Berry, L., Zeithaml, Parasuman, Berry 1985 (1985) Journal of Marketing, 49Revista Venezolana de GerenciaAcademic managementEducational marketingEvolution of marketingMarketingacademic researchcompetitivenessdatabasemarketingsustainabilityuniversity sectorScopusEvolution of marketing in the university sector [Evolución del mercadeo en el sector universitario]Articleinfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Gómez-Bayona, L., Universidad de San Buenaventura en seccional Medellín, ColombiaArrubla-Zapata, J.P., Universidad de Medellín, Medellín, Colombiahttp://purl.org/coar/access_right/c_16ecGómez-Bayona L.Arrubla-Zapata J.P.11407/5954oai:repository.udem.edu.co:11407/59542021-02-05 09:58:14.538Repositorio Institucional Universidad de Medellinrepositorio@udem.edu.co |