Evolución del marketing en la educación superiorel capital de marca educativo

  1. Javier Casanoves-Boix 1
  2. Inés Küster-Boluda 2
  1. 1 Universidad Internacional de Valencia
    info

    Universidad Internacional de Valencia

    Valencia, España

    ROR https://ror.org/00gjj5n39

  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Esic market

ISSN: 0212-1867

Año de publicación: 2017

Número: 156

Páginas: 69-120

Tipo: Artículo

DOI: 10.7200/ESICM.156.0481.2E DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Esic market

Resumen

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo superior. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo. De esta forma, se identifican aquellas variables que determinan el capital de marca en la educación superior, introduciendo una visión del mismo como un proceso evolutivo. Con la realización del presente trabajo se pretende analizar la evolución de la educación superior y la importancia de la aplicación de estrategias de marketing adaptadas a generar diferenciación y ventaja competitiva a través del capital de marca educativo. Todo ello, con objeto de resaltar la importancia que está adquiriendo el mismo y, al mismo tiempo, conocer las prometedoras perspectivas de futuro que puede ofrecer a dicho sector.

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