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- Title
UNA MIRADA A LA GESTIÓN DE LA REPUTACIÓN EN LAS UNIVERSIDADES.
- Authors
MATEUS, MARELBY AMADO; ACOSTA, FERNANDO JUAREZ
- Abstract
Managers of higher education institutions (HEIs) have faced the challenges brought about by increased competition in the sector, and the difficulties in developing, communicating and positioning a differential in their academic proposals. This has implied a change in the strategic approach to marketing and university reputation management. However, there is still a lack of clarity about what reputation management implies in universities and what its dimensions are, so a structured literature review is proposed to answer these questions.
- Publication
TECHNO Review, 2022, Vol 11, Issue 5, p1
- ISSN
2695-9933
- Publication type
Article
- DOI
10.37467/revtechno.v11.4448