BUSINESS INFORM №10-2017

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Section: Education and Science
UDC 378(085.8)
Zhehus O. V.
The Integrated Complex of Marketing of Higher Education Services (p. 159 - 165)
The article, on the basis of generalization of scientific views of foreign and domestic scientists, substantiates the integrated model of marketing of higher education products and services with consideration of their specificities. The obtained result is the «5Р + S» model, which includes the newly introduced poli-element «proposition», combining the interrelated and indivisible elements of «product», «people» and «process», as well as the traditional elements of the service marketing complex: «price», «place», «promotion», «physical evidence». The «social-marketing» element has been added to the integrated model on the basis of the high societal importance of educational services. Altogether, the proposed integrated model of the complex of marketing of higher education products and services is a symbiosis of commercial and non-commercial marketing, which will enhance social and economic efficiency of functioning of higher educational institution.
Keywords: higher educational institution, market for higher education products and services, marketing, complex of marketing products and services of higher education, social marketing.
Fig.: 3. Tabl.: 1. Bibl.: 29.

Zhehus Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Zhehus, Olena V. (2017) “The Integrated Complex of Marketing of Higher Education Services.” Business Inform 10:159–165.

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