Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]

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...

Full description

Autores:

Tipo de recurso:

Fecha de publicación:: 2019

Institución:: Universidad de Medellín

Repositorio:: Repositorio UDEM

Idioma:: spa

id	REPOUDEM2_723f8001545a5e61ddd3961625a4caa1
oai_identifier_str	oai:repository.udem.edu.co:11407/6094
network_acronym_str	REPOUDEM2
network_name_str	Repositorio UDEM
repository_id_str
dc.title.none.fl_str_mv	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]
title	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]
spellingShingle	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario] Educational Management Relational Marketing Reputation University Teacher
title_short	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]
title_full	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]
title_fullStr	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]
title_full_unstemmed	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]
title_sort	Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]
dc.subject.spa.fl_str_mv	Educational Management Relational Marketing Reputation University Teacher
topic	Educational Management Relational Marketing Reputation University Teacher
description	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. © Universidad del Zulia. All rights reserved.
publishDate	2019
dc.date.accessioned.none.fl_str_mv	2021-02-05T14:59:30Z
dc.date.available.none.fl_str_mv	2021-02-05T14:59:30Z
dc.date.none.fl_str_mv	2019
dc.type.eng.fl_str_mv	Article
dc.type.coarversion.fl_str_mv	http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.coar.fl_str_mv	http://purl.org/coar/resource_type/c_6501 http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.driver.none.fl_str_mv	info:eu-repo/semantics/article
dc.identifier.issn.none.fl_str_mv	13159984
dc.identifier.uri.none.fl_str_mv	http://hdl.handle.net/11407/6094
dc.identifier.doi.none.fl_str_mv	10.37960/REVISTA.V24I2.31509
identifier_str_mv	13159984 10.37960/REVISTA.V24I2.31509
url	http://hdl.handle.net/11407/6094
dc.language.iso.none.fl_str_mv	spa
language	spa
dc.relation.isversionof.none.fl_str_mv	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85086912347&doi=10.37960%2fREVISTA.V24I2.31509&partnerID=40&md5=03fdd060b7693c6b4fa33ac7c3a288aa
dc.relation.citationvolume.none.fl_str_mv	24
dc.relation.citationissue.none.fl_str_mv	2
dc.relation.citationstartpage.none.fl_str_mv	542
dc.relation.citationendpage.none.fl_str_mv	556
dc.relation.references.none.fl_str_mv	Akareem, Husain Salilul, Hossain, Syed Sha-hadat, Determinants of education quality: what makes stu-dents’ perception different? (2016) Open Review of Educational Research, 3 (1), pp. 52-67 Akpayeva, Assel Bakirovna, Specifics of educational activity an-ti-motivation in future teachers subject to the training period (2016) Interna-tional Review of Management and Marketing, 6 (3S), pp. 265-269 Alqirem, Raed Musbah, Alnaimi, Husam Mus-tafa, Shuhaiber, Ahmed, A Best-Practice Model of University-Students Relationship Development: An Empirical Study (2018) International Journal of Knowledge Management (IJKM), 14 (4), pp. 46-67 Amoli, Sara Javan, Aghashahi, Farnouche, An investigation on strategic management success factors in an educational complex (2016) Procedia-Social and Behavioral Sciences, 230, pp. 447-454 Arar, Khalid, The characteristics of educational leadership in the Middle East: A comparative analysis of three nation-states (2017) The Wiley international handbook of educational leadership, pp. 355-373 Asghar, Mandy, Pilkington, Ruth, The relational value of professional dialogue for academics pursuing HEA fellowship (2018) International Journal for Academic Development, 23 (2), pp. 135-146 Bennett, Roger, Ali-Choudhury, Rehnuma, Prospective students’ perceptions of university brands: An empirical study (2009) Journal of Marketing for Higher Education, 19 (1), pp. 85-107 Berkovich, Izhak, Typology of trust relationships: Profiles of tea-chers’ trust in principal and their implications (2018) Teachers and Teaching, 24 (7), pp. 749-767 Bulger, Sean, If you build it, they will come (or not): Going the distance in teacher candidate recruit-ment (2015) Quest, 67 (1), pp. 73-92 Bustos, H., Becker, R., (2009) El libro lila del Marketing Educacio-nal, , Santiago de Chile: Publicación Digital Brahimi, Tayeb, Sarirete, Akila, Learning outside the classroom through MOOCs (2015) Computers in Human Behavior, 51, pp. 604-609 Cervera, Amparo, Medición de la imagen de la universidad y sus efectos sobre la identificación y lealtad del egresado: una aproximación desde el modelo de Beerli y Díaz (2003) (2012) Revista Española de Investigación de Marketing ESIC16, 2, pp. 7-29 Csikosova, Adriana, Antošová, Mária, Čulková, Katarína, Strategy in direct and interactive marketing and integrated marketing communica-tions (2014) Procedia-Social and Behavioral Sciences, 116, pp. 1615-1619 Chen, Yu-Chuan, The relationships between brand association, trust, commitment, and satisfaction of higher education institutions (2017) International Journal of Educational Management, 31 (7), pp. 973-985 Díaz, Milton Ricardo Ospina, Rangel, Pedro Emilio Sanabria, Un enfoque de mercadeo de servicios educativos para la gestión de las organizaciones de educación superior en Colombia: el modelo MIG-ME (2010) Revista Facultad de Ciencias Económicas, 18 (2), pp. 107-136 Dorozhkin, Evgenij M, The Experience of Positioning the University at the Educational Services Market (2016) International Journal of Environmental and Science Education, 11 (16), pp. 9328-9338 Dzimińska, Małgorzata, Fi-jałkowska, Justyna, Sułkowski, Łukasz, Trust-based quality culture conceptual model for higher education institutions (2018) Sustainability, 10 (8), p. 2599 Fernández, Raquel Sánchez, Modelo integrado de antecedentes y consecuencias del valor percibido por el egresado (2011) Revista Venezolana de Gerencia, 16 (56), pp. 519-543 Emmett, Dennis, Forget, Robert, The utilization of activi-ty-based cost accounting in hospi-tals (2005) Journal of hospital marketing & public relations, 15 (2), pp. 79-89 Enríquez Clavero, José O., Edu-cación superior: tendencias y desa-fíos (2006) Educación Médica, 9 (1), pp. 06-10 Frasquet, Marta, Calderón, Haydeé, Cervera, Amparo, Univer-sity–industry collaboration from a relationship marketing perspective: An empirical analysis in a Spanish University (2012) Higher Education, 64 (1), pp. 85-98 González, Armando Lugo, La calidad de la educación superior en Colombia (2011) Revista científica, 14, pp. 56-71 Helguero, María Matilde Schwalb, Arrizabalaga, Iñaki García, Dimensiones de la responsabilidad social del marketing (2013) Revista Venezolana de Gerencia, 18 (63), pp. 434-456 Hennig-Thurau, Thorsten, Langer, Markus F., Hansen, Ursula, Modeling and managing student loyalty: An approach based on the concept of relationship quality (2001) Journal of service research, 3 (4), pp. 331-344 James, Chris, Crawford, Megan, Oplatka, Izhar, An affective paradigm for educational leadership theory and practice: connecting affect, actions, power and influen-ce (2018) International Journal of Leadership in Education, pp. 1-12 Kalenskaya, Nataliya, Gafurov, Ilshat, Novenkova, Aida, Mar-keting of educational services: Research on service providers satis-faction (2013) Procedia economics and finance, 5, pp. 368-376 Larios-Gómez, Emigdio, Mer-cadotecnia Educativa: Un Modelo Latinoamericano (2015) Caderno Profis-sional de Marketing-UNIMEP3, 1, pp. 14-33 Li, Danni, Granizo, Martina Gallarza, Gardó, Teresa Fayos, The value trade-off in Higher Education service: A qualitative intercultural approach to students’ per-ceptions (2016) Intangible Capital, 12 (4), pp. 855-880 Liu, Shengnan, Hallinger, Philip, Feng, Da-ming, Learning-cente-red leadership and teacher learning in China: Does trust matter? (2016) Journal of Educational Administration, 54 (6), pp. 661-682 López Segrera, Francisco, Ten-dencias de la educación superior en el mundo y en América Latina y el Caribe (2008) Avaliação: Revista da Avaliação da Educação Superior (Campinas), 13 (2), pp. 267-291 Manes, Juan Manuel, Marketing educativo, gestión estratégica y calidad total: un círculo virtuoso (2000) Organización y Gestión educativa, 5, pp. 3-8 Martínez, Alicia, Ferraro, Ana, (2009) El profesor universitario. Reflexiones acerca de la esencia del docente universitario en la sociedad actual, , http://www.edutecne.utn.edu.ar/debates/el_profesor_universitario.pdf, Argentina: Universidad Tecnológica Nacional. Recuperado en: (29/05/2014) Mynbayeva, Aigerim, Yessenova, Kamchat, Distinguishing Features of Teacher Image and Faculty Member’s Image: Comparative Study (2016) International Review of Management and Marketing, 6 (3), pp. 110-117. , S Oliver, Sandra M., Technology assisted teaching and learning: Design implications for communication courses on the internet (1998) Journal of Communication Management, 3 (1), pp. 26-38 Oplatka, Izhar, Understanding Emotion in Educational and Service Organizations through Semi-Structured Interviews: Some Conceptual and Practical Insights (2018) The Qualitative Report, 23 (6), pp. 1347-1363 Oplatka, Izhar, Hemsley-Brown, Jane, The incorporation of market orientation in the school culture: An essential aspect of school marketing (2007) International Journal of Educational Management, 21 (4), pp. 292-305 Oplatka, Izhar, Gurion, Ben, Teachers’ perceptions of their role in educational marketing: Insights from the case of Edmonton, Alberta (2006) Canadian Journal of Educational Administration and Policy, 51 Osayawe Ehigie, Benjamin, Taylor, Megan, Managing students’ loyalty to school after graduation through relationship marketing (2009) The TQM Journal, 21 (5), pp. 502-516 Ramachandran, Narayanan T., Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products (2010) International Journal of Educational Management, 24 (6), pp. 544-556 Rojas, Javier Mendoza, Situa-ción y retos de la cobertura del sistema educativo nacional (2018) Perfiles Educativos, 40, pp. 11-52. , Especial Quiroga-Parra, Darío Jesús, In-novación en México y Colombia: un análisis comparado teórico y empíri-co (2018) Revista Venezolana de Gerencia, 23, p. 85 Sabino, Carlos, (1992) El proceso de investigación, Ed, , Panapo, Caracas Sanz, Daniel, Marketing educativo como estrategia de negocio en universidades privadas (2017) Desarrollo Gerencial, 9 (1), pp. 160-175 Schlesinger, W., Cervera, A., Calderón, H., El papel de la confianza, la imagen y los valores compartidos en la creación de valor y lealtad: aplicación a la relación egre-sado-universidad (2014) Revista Española de Investigación de Marketing ESIC, 18 (2), pp. 126-139 Schlesinger, Walesska, Cervera, Amparo, Ángeles Iniesta, M., Key elements in building relationships in the higher education services context (2015) Journal of Promotion Management, 21 (4), pp. 475-491 Schlesinger, Walesska, La identificación egresado-universidad: un modelo desde un enfoque de marketing relacional (2012) Revista de Ciencias Sociales, 18 (1) Schlesinger, María Walesska, Un enfoque de marketing de relaciones a la educación como un servicio: aplicación a la Universidad de Valencia (2014) INNOVAR. Revista de Ciencias Administrativas y Sociales, 24 (53), pp. 113-125 Schlesinger, Walesska, Cervera, Amparo, Pérez-Cabañero, Carmen, Sticking with your university: The importance of satisfaction, trust, image, and shared values (2017) Studies in Higher Education, 42 (12), pp. 2178-2194 Ting, Shueh-Chin, The effect of internal marketing on organizational commitment: job involvement and job satisfaction as mediators (2011) Educational Administration Quarterly, 47 (2), pp. 353-382 Tranfield, David, Denyer, David, Smart, Palminder, Towards a methodology for developing evi-dence‐informed management knowledge by means of systematic review (2003) British journal of management, 14 (3), pp. 207-222 Trullas, Irene, Student-percei-ved organizational support and perceived employability in the marketing of higher education (2018) Journal of Mar- keting for Higher Education, 28 (2), pp. 266-281 Varela, Rosa Elena Richart, Álvarez-Flores, Erika P., Martínez-Rodríguez, Reyna Del Carmen, Competencias del perfil del adminis-trador (2019) Perfiles Educativos, 41 (164), pp. 82-98 Vallejo, Adriana, Stefos, Efstathios, Narváez, Adrián, Service quality analysis of universities in cuenca, ecuador (2018) International Journal for Quality Research, 12, p. 1 Wilkinson, Lydia, Weiss, Peter Eliot, Grainger, Raj, MyCI: Crossing the Border of student and communication instructor relationships (2013) IEEE International Professonal Communication 2013 Conference, , IEEE Zahoor, Adil, Teacher Proacti-vity Influencing Student Satisfaction and Loyalty Role of Job Crafting and Work Engagement (2018) Vikalpa, 43 (3), pp. 125-138 Poblete, Zamora, Manuel, Guillermo, Pardo, Marisa Meza, Vial, Pilar Cox, Profesores principiantes de educación secundaria en Chile. Pese a las dificultades,¿ qué los hace permanecer como docentes? (2018) Perfiles educativos, 40 (160), pp. 29-46 Zeithaml, Valarie A., Parasuraman, Arun, Malhotra, Arvind, Servi-ce quality delivery through web sites: a critical review of extant knowle-dge (2002) Journal of the academy of marketing science, 30 (4), pp. 362-375 Zeithaml, Valarie A., Parasuraman, Ananthanarayanan, Berry, Leonard L., Problems and strategies in services marketing (1985) Journal of marketing, 49 (2), pp. 33-46
dc.rights.coar.fl_str_mv	http://purl.org/coar/access_right/c_16ec
rights_invalid_str_mv	http://purl.org/coar/access_right/c_16ec
dc.publisher.none.fl_str_mv	Universidad del Zulia
dc.publisher.program.spa.fl_str_mv	Mercadeo
dc.publisher.faculty.spa.fl_str_mv	Facultad de Ciencias Económicas y Administrativas
publisher.none.fl_str_mv	Universidad del Zulia
dc.source.none.fl_str_mv	Revista Venezolana de Gerencia
institution	Universidad de Medellín
repository.name.fl_str_mv	Repositorio Institucional Universidad de Medellin
repository.mail.fl_str_mv	repositorio@udem.edu.co
_version_	1814159206004031488
spelling	20192021-02-05T14:59:30Z2021-02-05T14:59:30Z13159984http://hdl.handle.net/11407/609410.37960/REVISTA.V24I2.31509In 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. © Universidad del Zulia. All rights reserved.spaUniversidad del ZuliaMercadeoFacultad de Ciencias Económicas y Administrativashttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85086912347&doi=10.37960%2fREVISTA.V24I2.31509&partnerID=40&md5=03fdd060b7693c6b4fa33ac7c3a288aa242542556Akareem, Husain Salilul, Hossain, Syed Sha-hadat, Determinants of education quality: what makes stu-dents’ perception different? (2016) Open Review of Educational Research, 3 (1), pp. 52-67Akpayeva, Assel Bakirovna, Specifics of educational activity an-ti-motivation in future teachers subject to the training period (2016) Interna-tional Review of Management and Marketing, 6 (3S), pp. 265-269Alqirem, Raed Musbah, Alnaimi, Husam Mus-tafa, Shuhaiber, Ahmed, A Best-Practice Model of University-Students Relationship Development: An Empirical Study (2018) International Journal of Knowledge Management (IJKM), 14 (4), pp. 46-67Amoli, Sara Javan, Aghashahi, Farnouche, An investigation on strategic management success factors in an educational complex (2016) Procedia-Social and Behavioral Sciences, 230, pp. 447-454Arar, Khalid, The characteristics of educational leadership in the Middle East: A comparative analysis of three nation-states (2017) The Wiley international handbook of educational leadership, pp. 355-373Asghar, Mandy, Pilkington, Ruth, The relational value of professional dialogue for academics pursuing HEA fellowship (2018) International Journal for Academic Development, 23 (2), pp. 135-146Bennett, Roger, Ali-Choudhury, Rehnuma, Prospective students’ perceptions of university brands: An empirical study (2009) Journal of Marketing for Higher Education, 19 (1), pp. 85-107Berkovich, Izhak, Typology of trust relationships: Profiles of tea-chers’ trust in principal and their implications (2018) Teachers and Teaching, 24 (7), pp. 749-767Bulger, Sean, If you build it, they will come (or not): Going the distance in teacher candidate recruit-ment (2015) Quest, 67 (1), pp. 73-92Bustos, H., Becker, R., (2009) El libro lila del Marketing Educacio-nal, , Santiago de Chile: Publicación DigitalBrahimi, Tayeb, Sarirete, Akila, Learning outside the classroom through MOOCs (2015) Computers in Human Behavior, 51, pp. 604-609Cervera, Amparo, Medición de la imagen de la universidad y sus efectos sobre la identificación y lealtad del egresado: una aproximación desde el modelo de Beerli y Díaz (2003) (2012) Revista Española de Investigación de Marketing ESIC16, 2, pp. 7-29Csikosova, Adriana, Antošová, Mária, Čulková, Katarína, Strategy in direct and interactive marketing and integrated marketing communica-tions (2014) Procedia-Social and Behavioral Sciences, 116, pp. 1615-1619Chen, Yu-Chuan, The relationships between brand association, trust, commitment, and satisfaction of higher education institutions (2017) International Journal of Educational Management, 31 (7), pp. 973-985Díaz, Milton Ricardo Ospina, Rangel, Pedro Emilio Sanabria, Un enfoque de mercadeo de servicios educativos para la gestión de las organizaciones de educación superior en Colombia: el modelo MIG-ME (2010) Revista Facultad de Ciencias Económicas, 18 (2), pp. 107-136Dorozhkin, Evgenij M, The Experience of Positioning the University at the Educational Services Market (2016) International Journal of Environmental and Science Education, 11 (16), pp. 9328-9338Dzimińska, Małgorzata, Fi-jałkowska, Justyna, Sułkowski, Łukasz, Trust-based quality culture conceptual model for higher education institutions (2018) Sustainability, 10 (8), p. 2599Fernández, Raquel Sánchez, Modelo integrado de antecedentes y consecuencias del valor percibido por el egresado (2011) Revista Venezolana de Gerencia, 16 (56), pp. 519-543Emmett, Dennis, Forget, Robert, The utilization of activi-ty-based cost accounting in hospi-tals (2005) Journal of hospital marketing & public relations, 15 (2), pp. 79-89Enríquez Clavero, José O., Edu-cación superior: tendencias y desa-fíos (2006) Educación Médica, 9 (1), pp. 06-10Frasquet, Marta, Calderón, Haydeé, Cervera, Amparo, Univer-sity–industry collaboration from a relationship marketing perspective: An empirical analysis in a Spanish University (2012) Higher Education, 64 (1), pp. 85-98González, Armando Lugo, La calidad de la educación superior en Colombia (2011) Revista científica, 14, pp. 56-71Helguero, María Matilde Schwalb, Arrizabalaga, Iñaki García, Dimensiones de la responsabilidad social del marketing (2013) Revista Venezolana de Gerencia, 18 (63), pp. 434-456Hennig-Thurau, Thorsten, Langer, Markus F., Hansen, Ursula, Modeling and managing student loyalty: An approach based on the concept of relationship quality (2001) Journal of service research, 3 (4), pp. 331-344James, Chris, Crawford, Megan, Oplatka, Izhar, An affective paradigm for educational leadership theory and practice: connecting affect, actions, power and influen-ce (2018) International Journal of Leadership in Education, pp. 1-12Kalenskaya, Nataliya, Gafurov, Ilshat, Novenkova, Aida, Mar-keting of educational services: Research on service providers satis-faction (2013) Procedia economics and finance, 5, pp. 368-376Larios-Gómez, Emigdio, Mer-cadotecnia Educativa: Un Modelo Latinoamericano (2015) Caderno Profis-sional de Marketing-UNIMEP3, 1, pp. 14-33Li, Danni, Granizo, Martina Gallarza, Gardó, Teresa Fayos, The value trade-off in Higher Education service: A qualitative intercultural approach to students’ per-ceptions (2016) Intangible Capital, 12 (4), pp. 855-880Liu, Shengnan, Hallinger, Philip, Feng, Da-ming, Learning-cente-red leadership and teacher learning in China: Does trust matter? (2016) Journal of Educational Administration, 54 (6), pp. 661-682López Segrera, Francisco, Ten-dencias de la educación superior en el mundo y en América Latina y el Caribe (2008) Avaliação: Revista da Avaliação da Educação Superior (Campinas), 13 (2), pp. 267-291Manes, Juan Manuel, Marketing educativo, gestión estratégica y calidad total: un círculo virtuoso (2000) Organización y Gestión educativa, 5, pp. 3-8Martínez, Alicia, Ferraro, Ana, (2009) El profesor universitario. Reflexiones acerca de la esencia del docente universitario en la sociedad actual, , http://www.edutecne.utn.edu.ar/debates/el_profesor_universitario.pdf, Argentina: Universidad Tecnológica Nacional. Recuperado en: (29/05/2014)Mynbayeva, Aigerim, Yessenova, Kamchat, Distinguishing Features of Teacher Image and Faculty Member’s Image: Comparative Study (2016) International Review of Management and Marketing, 6 (3), pp. 110-117. , SOliver, Sandra M., Technology assisted teaching and learning: Design implications for communication courses on the internet (1998) Journal of Communication Management, 3 (1), pp. 26-38Oplatka, Izhar, Understanding Emotion in Educational and Service Organizations through Semi-Structured Interviews: Some Conceptual and Practical Insights (2018) The Qualitative Report, 23 (6), pp. 1347-1363Oplatka, Izhar, Hemsley-Brown, Jane, The incorporation of market orientation in the school culture: An essential aspect of school marketing (2007) International Journal of Educational Management, 21 (4), pp. 292-305Oplatka, Izhar, Gurion, Ben, Teachers’ perceptions of their role in educational marketing: Insights from the case of Edmonton, Alberta (2006) Canadian Journal of Educational Administration and Policy, 51Osayawe Ehigie, Benjamin, Taylor, Megan, Managing students’ loyalty to school after graduation through relationship marketing (2009) The TQM Journal, 21 (5), pp. 502-516Ramachandran, Narayanan T., Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products (2010) International Journal of Educational Management, 24 (6), pp. 544-556Rojas, Javier Mendoza, Situa-ción y retos de la cobertura del sistema educativo nacional (2018) Perfiles Educativos, 40, pp. 11-52. , EspecialQuiroga-Parra, Darío Jesús, In-novación en México y Colombia: un análisis comparado teórico y empíri-co (2018) Revista Venezolana de Gerencia, 23, p. 85Sabino, Carlos, (1992) El proceso de investigación, Ed, , Panapo, CaracasSanz, Daniel, Marketing educativo como estrategia de negocio en universidades privadas (2017) Desarrollo Gerencial, 9 (1), pp. 160-175Schlesinger, W., Cervera, A., Calderón, H., El papel de la confianza, la imagen y los valores compartidos en la creación de valor y lealtad: aplicación a la relación egre-sado-universidad (2014) Revista Española de Investigación de Marketing ESIC, 18 (2), pp. 126-139Schlesinger, Walesska, Cervera, Amparo, Ángeles Iniesta, M., Key elements in building relationships in the higher education services context (2015) Journal of Promotion Management, 21 (4), pp. 475-491Schlesinger, Walesska, La identificación egresado-universidad: un modelo desde un enfoque de marketing relacional (2012) Revista de Ciencias Sociales, 18 (1)Schlesinger, María Walesska, Un enfoque de marketing de relaciones a la educación como un servicio: aplicación a la Universidad de Valencia (2014) INNOVAR. Revista de Ciencias Administrativas y Sociales, 24 (53), pp. 113-125Schlesinger, Walesska, Cervera, Amparo, Pérez-Cabañero, Carmen, Sticking with your university: The importance of satisfaction, trust, image, and shared values (2017) Studies in Higher Education, 42 (12), pp. 2178-2194Ting, Shueh-Chin, The effect of internal marketing on organizational commitment: job involvement and job satisfaction as mediators (2011) Educational Administration Quarterly, 47 (2), pp. 353-382Tranfield, David, Denyer, David, Smart, Palminder, Towards a methodology for developing evi-dence‐informed management knowledge by means of systematic review (2003) British journal of management, 14 (3), pp. 207-222Trullas, Irene, Student-percei-ved organizational support and perceived employability in the marketing of higher education (2018) Journal of Mar- keting for Higher Education, 28 (2), pp. 266-281Varela, Rosa Elena Richart, Álvarez-Flores, Erika P., Martínez-Rodríguez, Reyna Del Carmen, Competencias del perfil del adminis-trador (2019) Perfiles Educativos, 41 (164), pp. 82-98Vallejo, Adriana, Stefos, Efstathios, Narváez, Adrián, Service quality analysis of universities in cuenca, ecuador (2018) International Journal for Quality Research, 12, p. 1Wilkinson, Lydia, Weiss, Peter Eliot, Grainger, Raj, MyCI: Crossing the Border of student and communication instructor relationships (2013) IEEE International Professonal Communication 2013 Conference, , IEEEZahoor, Adil, Teacher Proacti-vity Influencing Student Satisfaction and Loyalty Role of Job Crafting and Work Engagement (2018) Vikalpa, 43 (3), pp. 125-138Poblete, Zamora, Manuel, Guillermo, Pardo, Marisa Meza, Vial, Pilar Cox, Profesores principiantes de educación secundaria en Chile. Pese a las dificultades,¿ qué los hace permanecer como docentes? (2018) Perfiles educativos, 40 (160), pp. 29-46Zeithaml, Valarie A., Parasuraman, Arun, Malhotra, Arvind, Servi-ce quality delivery through web sites: a critical review of extant knowle-dge (2002) Journal of the academy of marketing science, 30 (4), pp. 362-375Zeithaml, Valarie A., Parasuraman, Ananthanarayanan, Berry, Leonard L., Problems and strategies in services marketing (1985) Journal of marketing, 49 (2), pp. 33-46Revista Venezolana de GerenciaEducational ManagementRelational MarketingReputationUniversity TeacherModels of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente 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., Docente asociado de la Facultad de Ciencias Empresariales de la, Universidad de san Buenaventura Medellín-Colombia, Doctoranda en Administración de la Universidad de Medellín, ColombiaFerre-Pavia, C., Profesora titular del departamento de Medios, Comunicación y Cultura de la Universidad Autónoma de Barcelona-España, Doctora en Ciencias de la Información, SpainArrubla Zapata, J.P., Docente titular de la Facultad de Ciencias Económicas de la, Universidad de Medellín-Medellín-Colombia, Doctor en Dirección y Administración de Empresas, Colombiahttp://purl.org/coar/access_right/c_16ecGómez-Bayona L.Ferre-Pavia C.Arrubla Zapata J.P.11407/6094oai:repository.udem.edu.co:11407/60942021-02-05 09:59:30.403Repositorio Institucional Universidad de Medellinrepositorio@udem.edu.co

Models of relational marketing in education and its articulation with the university teacher [Modelos de mercadeo relacional en educación: Articulación con el docente universitario]

Publicaciones similares