Cómo citar

Bucheli-Sandoval, J. E. (2020). UNA MIRADA AL MERCADEO EDUCATIVO. Working Papers. Maestría En Gerencia estratégica De Mercadeo, 1(4). https://doi.org/10.15765/wpmgem.v1i4.1476


El presente escrito pretender brindar una aproximación conceptual al estado del arte del mercadeo educativo, partiendo de la evolución histórica de la disciplina de marketing, recorriendo rápidamente las escuelas de pensamiento y nuevos paradigmas a fin de comprender la aplicación y relevancia de esta joven disciplina en el contexto de la educación terciaria o superior bajo la premisa de incitar a académicos e investigadores a involucrarse en este campo de conocimiento, el cual a pesar de haber tenido un crecimiento significativo durante estas tres últimas décadas, aun propone grandes retos en materia de teorización


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