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Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario]

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Gómez-Bayona L.
Arrubla-Zapata J.P.
TY - GEN T1 - Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] AU - Gómez-Bayona L. AU - Arrubla-Zapata J.P. UR - http://hdl.handle.net/11407/5954 PB - Universidad del Zulia AB - 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. ER - @misc{11407_5954, author = {Gómez-Bayona L. and Arrubla-Zapata J.P.}, title = {Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario]}, year = {}, abstract = {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.}, url = {http://hdl.handle.net/11407/5954} }RT Generic T1 Evolution of marketing in the university sector [Evolución del mercadeo en el sector universitario] A1 Gómez-Bayona L. A1 Arrubla-Zapata J.P. LK http://hdl.handle.net/11407/5954 PB Universidad del Zulia AB 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. OL Spanish (121)
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Abstract
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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