Adoção do marketing pelas instituições de ensino superior

Gilberto de Andrade Martins

RAE - Revista de Administração de Empresas, 1989, vol. 29, issue 3

Abstract: The search of solutions to the very serious problems faced by the administrators of Higher Education Institutions related to efficient adjustment of these organizations to society, associated with thepromissing possibility of adoption and application of Marketing of Educational Services represent the main interest of this paper.Today's situation of Higher Education Institutions, the concepts about the Marketing of Educational Services, as well as the methodology, results and conclusions about a research carried out in 31 institutions of the Grande São Paulo that motivated the identification and characterization of the application of Marketing are presented.

Date: 1989
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