Relationship marketing as a tool for building a network interaction between market entities in the field of education
Abstract. The article investigates problems and positions of the application of relationship marketing as a tool for building social communications in the educational field. The purpose of the study is to reveal a possible effective structure of interaction between educational organizations and employers at the network level. The structure of interaction of educational organizations with employers at the network level is proposed. Market entities are identified in the following way: the state represented by federal, regional and municipal authorities, employers, suppliers, consumers and other organizations (participants in partnerships in the field of education).
Keywords: relationship marketing, structure of interaction of educational organizations, subjects of partnership, network level
Highlights:
♦ the relevance of this direction is obvious in the context of the transformation of the economy and the field of education, where relationship marketing occupies the first place among the tools for the formation of competitive advantages of educational organizations in a highly competitive environment;
♦ as the practice of recent decades shows, the use of marketing in modern conditions of economic transformation is an important tool in the management of socio-economic systems, which manifests itself in the processes of interaction between market actors and provides a competitive advantage to market actors and allows all participants to gain benefits by achieving a long-term compromise;
♦ in the course of the study, the perception of the heads of educational organizations and their deputies of the need to use relationship marketing to increase the competitive advantages of an educational organization was evaluated;
♦ the considered positions allow us to propose a project of a network format as a structure for the joint use of research, resource, personnel potential, in order to increase the competitiveness of the graduate.
Irina À. Firsova - Financial University under the Government of the Russian Federation, Moscow, Russia